THE INFLUENCE OF ONLINE SOCIAL NETWORKS IN THE DECISION-MAKING PROCESS OF ONLINE SHOPPING

The paper presents some characteristics of the ways online social networks influence the selection of online shopping websites. This research aims to identify the factors that lead to the behavior of searching for information on online social networks when considering to buy a product or a service online, specifically to identify the the roles of trust, community commitment, and perception of member affiliation (we-ness) in the decision-making process. As most research papers in the e-commerce field analyzing the factors that influence purchase behavior, this paper uses a quantitative research method, the questionnaire, which was applied in May 2017. The research sample consisted of 166 Facebook users. Facebook is representative considering the large number of users and the amount of time spent on this social network. All of the participants are students at the College of Communication and Public Relations, at the National University of Political Studies and Public Administration, from Bucharest, aged between 18 and 24 years old. The research results revealed that there is a relationship between propensity to trust community members and seeking information on online social networks, even though users are not highly trusting online social networks. According to the results, the Facebook community represents an important source of information where the users have the possibility to consult details, opinions, reviews related to online shopping experiences, but the attachment to the community is to a low degree. The participants from our study mostly use Facebook as a space for obtaining the relevant information for their intention to buy specific products or services, passively consuming the content from this channel. These findings suggest the importance of online shopping websites to communicate on online social networks, where individuals gather information in their intention and selection process of online buying.