Empirical Study on Factors Influencing Attitude of Consumers Shopping on Social Networking Sites

B.J. Shao and Z.X. Gao (PR China)


Information systems, Social networking sites, E commerce, Influencing factors, Perceived fit; Trust


Conducting e-commerce will be the development trend of China's social networking sites. Based on technology acceptance model, theory of brand extension and trust, the model of factors influencing attitude of shopping on social networking site was developed in the paper. The research model was tested with the 379 survey data using structural equation modeling. The results show that the factors of perceived fit and trust have significant influence on attitudes of shopping on social networking sites, and the factors of perceived ease of use, perceived usefulness, perceived enjoyment have no direct impact.

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