Now a day social media is used as a platform to not only creates relationship but also it is the powerful implements of marketing communication which is sharply changed the traditional marketing approach. This paper is based on the assumption of the influence of Facebook on changing the buying behavior of the consumer. A structured questionnaire consisting with a set of close-ended questions was developed to collect data. Data were collected from 156 respondents who have an experience of buying through Facebook. It is a causal type of research and PLS-SEM technique was used to analyze the collected data. The study identified that both security & privacy has positive influence to trust and ease of use & usefulness also has positive influence to build attitudes towards Facebook. Finally, trust and attitudes towards Facebook to drive the intention of buying through Facebook.
This study investigates the effects of influencing factors (Perceived Ease of Use, Perceived Usefulness and attitudes) on adoption of SaaS, and whether these effects differ between male and female. Data were collected from employees of the different sister concern of Daffodil family, and analyzed using partial least squaresstructural equation modeling (PLS-SEM) and Multi-Group Analysis (MGA). The Important-Performance Matrix Analysis (IPMA) was also conducted to gain an insightful understanding of how these factors influence an employee's intention to Adopt SaaS at the gender level. The findings showed that significant differences between male and female employees for the effect of perceived usefulness and attitudes on employee's Adoption intention of Software-as-a-Services (SaaS). Further, there is a significant difference between perceived ease of use and perceived usefulness for both gender groups on SaaS adoption. However, the IPMA results exhibit that the most essential antecedent for both male and female employees' intentions on SaaS is perceived usefulness.
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