An Empirical Investigation of Factors Affecting Jordanian Customersâ Attitudes Towards Facebook Pure Playersâ E-Brands
The application of Facebook in e-commerce has paved the way for some Jordanian entrepreneurs to apply pure player business models via Facebook business pages. Despite the economic contribution of pure player Facebook pages, research on customers’ attitudes towards pure players’ e-brands is lacking. Accordingly, the purpose of this paper was to introduce a model suggesting that two major characteristics of pure player FB pages (namely; information quality and shopping convenience) should have a direct impact over customers' satisfaction with, and trust in, those pages. Further, the paper’s model suggested that both customers’ satisfaction and trust would affect customers’ attitudes towards pure players’ e-brands. To examine the paper’s proposed model and hypotheses, quantitative data was collected through an online survey of 147 customers of eight Jordanian apparel pure player Facebook pages. Statistical examination of collected data has yielded several important findings. Firstly, information quality had a direct significant impact over both customers’ satisfaction with pure player Facebook pages, and their perceptions of shopping convenience via those pages. However, information quality had no significant impact over customers’ trust in pureplayer Facebook pages. Secondly, customers’ perceptions of shopping convenience via pure player Facebook pages had no significant impact over customers’ satisfaction with those pages. Thirdly, customers’ satisfaction had a direct significant impact over their trust in, and attitudes towards, pure players’ e-brands. Fourthly, customers’ trust in pure player Facebook pages had no significant impact over their attitudes towards pure players’ e-brands. Based on its findings, the paper reaches certain conclusions, introduces some recommendations, and suggests further avenues for future research.
Samer M Al-Mohammad