Open AccessA REVIEW OF PURCHASE INTENTION ON INSTAGRAM AMONG UNIVERSITI TEKNOLOGI MALAYSIA LOCAL UNDERGRADUATES’ STUDENTS
Author(s) -
Nur Hafizah Zulkarnain,
Sabrinah Adam
Publication year - 2021
Publication title -
international journal of modern trends in social sciences
Language(s) - English
Resource type - Journals
ISSN - 2600-8777
DOI - 10.35631/ijmtss.4150010
Subject(s) - usability , ibm , technology acceptance model , psychology , variables , conceptual framework , conceptual model , advertising , computer science , business , sociology , human–computer interaction , social science , database , materials science , machine learning , nanotechnology
The aim of this study to identify the conceptual framework of purchase intention on Instagram among local undergraduates’ students of Universiti Teknologi Malaysia (UTM). The variables consist of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Web content as the independent variable, and purchase intention is the dependent variable. This study adopted a quantitative approach using IBM SPSS version 26. The survey was conducted on local undergraduates’ students at Universiti Teknologi Malaysia. The conceptual framework has been developed in this study. The expected findings show there is a positive relationship between Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Web content, and purchase intention.