Determinantes de la intención de uso de Facebook en el proceso de decisión de compra

• Autores: Francisco Javier Miranda González, Sergio Rubio Lacoba, Antonio Chamorro Mera, Sandra Maria Correia Loureiro
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 21, Nº 1, 2015, págs. 26-34
• Idioma: español
• DOI: 10.1016/j.iedee.2014.05.001
• Títulos paralelos:
  • Determining factors of the intended use of Facebook in the purchase decision process
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 11 Citas
• Resumen
  • español

    En este trabajo se ha realizado una encuesta online a más de 500 usuarios de Facebook en España y Portugal con el objetivo de identificar qué variables influyen en mayor medida en la intención de usar esta red social para sus decisiones de compra.

    Los resultados de este estudio indican que la intención de uso de Facebook en las decisiones de compra está influenciada por variables como la utilidad percibida, la influencia social y la actitud hacia Facebook, mientras que la facilidad de uso percibida no parece tener una influencia directa sobre dicha intención de uso. Además, este estudio identifica que el disfrute percibido podría jugar un rol esencial, incluso superior a la utilidad percibida, en la determinación de la actitud del individuo hacia Facebook como herramienta para la búsqueda de información sobre el producto a comprar.

  • English

    This article reports on an online survey conducted with more than 500 Facebook users in Spain and Portugal, in order to identify which are the most important variables on the intention to use this social network to make buying decisions.

    The results of this study indicate that the intended use of Facebook in purchasing decisions are influenced by their perceived usefulness, social influence and attitude toward Facebook, while the perceived ease of use has no direct influence on these intention. Furthermore, perceived enjoyment could play an essential role, even higher than the perceived usefulness in determining the attitude of the individual towards Facebook as a tool for finding information about the product.

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