IMPACT OF SOCIAL PLUG-IN OPTIONS ON CONSUMER PURCHASE INTENTION: A SPECIAL REFERENCE TO FACEBOOK USERS

The main aim of this study is to determine the impact of social plug-in options available in facebook i.e. likes, friend likes, comment posting, location based check-in, sharing, and friend comment factor on consumer purchase intention in purchasing of apparels online. The new factor friend comment is included to determine how the comment posting by friends influences purchase decision of consumers. The instrument containing all the constructs and demographic variables is administered to college students from engineering colleges in Vellore city. A valid of 106 samples was taken for further analysis. Regression analysis is performed to determine the purpose. The finding shows that all social plug-in options positively influence consumer purchase intention. The options such as likes, friend likes, comment posting, location based check-in, sharing, and friend comment factor positively influences consumer purchase intention in purchasing of apparels online. The friend comment factor is said to be highly significant since the consumers in facebook trust on the comments and likes of the friends which in turn influences purchase decision.