An Empirical Research On Consumer Decision-making Model In Social Networking Sites

Social networking sites are created for help people to communicate with the others.Furthermore marketers have taken advantage of use these sites for profit; they have usedthese sites to promote their products and strengthen their existing brands. However, it wasfound that there was store-based social networks have increased. The shop on socialnetwork sites can sell products as well as profitable to the seller. Everything that happensin this trading may result from the trust. Starting from the relationship between friend tofriend by the way they use trust to motivate purchasing intention. From the foregoing, weare focusing attention on the issue of trust and it has antecedents. Their antecedents thatwe was interesting in this research are cognition-based trust antecedents, affect-based trustantecedent and experience-based trust antecedentThis research aims to improve understanding of the reasons why people have apurchasing behavior of buying through social networking sites, and to investigate theimpact of trust and its antecedent on the customers’ intention to purchase products. In thisstudy we survey a representative sample of the members of the Facebook at SilpakornUniversity in Thailand. The results indicated that consumers’ trust was two importantantecedents, cognition-based trust antecedents and experience-based trust antecedent.They have strong impacts on their purchasing decisions. Interestingly, the affect-basedtrust antecedent did not strongly influence consumers’ trust.