Abstract—This Study focuses on the factors influencing buyers’ intentions indulged in S-commerce in Pakistan. We empirically analyzed factors influencing buyer’s intentions on social media focusing Facebook in developing countries like Pakistan. Using the basic components of TPB (Theory of Planned Behavior), we integrated No. of Likes and Comments and Suggested Posts of Facebook in basic antecedents of social norms i.e. Friends and Family as the main factors in influencing buying intentions of Facebook buyers. We also integrated Smartphones usage as an important influencing factor. With the help of econometric computer software IBM SPSS, we statistically analyzed the data collected through surveys. The results of this study show that two factors leave a great impact on buying intentions i.e. Family and Use of Smartphones. Other findings of this study underlines that Facebook is preferred for the shopping purpose as compared to websites. Majority of Buyers like to make purchases at least once a month. Females are actively involved in S-commerce in Pakistan as compared to Males. Witnessing statistical results, we conclude that using social media especially Facebook is a beneficial way for SMEs to develop as the buyers are actively involved. Revealing the answers to the core questions an SME usually encounter before entering market available on social media, this study is equally important for the business communities of Pakistan as well as China.

Index Terms—Buying intentions, social commerce, smartphones, small medium enterprises.

The authors are with Ocean University of China, Qingdao, Shandong, China (email: naveeda021990@yahoo.com).

Cite: Naveeda Sangi, Liu Shuguang, Prince Abdul Samad, "Factors behind Buying Intentions of Social Media Users in Pakistan," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 3, pp. 153-167, 2017.