Consumer Behavior in Clothing Purchases Through Technology Acceptance and the Perceived Effectiveness of Social Networking Sites

Abstract

As social networking sites increasingly function as shopping platforms, it has become essential to understand the technology acceptance factors that shape consumers’ perceptions of their effectiveness. This correlational study examined the relationship between technology acceptance and the perceived effectiveness of social networking sites using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. There were 159 participants randomly selected from North Eastern Mindanao State University–Cantilan Campus. The findings revealed that students, teachers, and staff believed social networking sites were highly effective in terms of content quality, visual presentations and appeal, customer reviews and feedback, user engagement, and shopping convenience. In addition, they also had very high acceptance level towards the use of social networking sites for clothing purchases based on performance expectancy, effort expectancy, social influence, and behavioral intention. Furthermore, correlation analysis showed that technology acceptance was statistically significant with the perceived effectiveness of social networking sites as platforms for clothing purchases. Consumers who view these platforms as useful, easy to use, and supported by people around them are more likely to perceive them as effective for finding products, comparing options, communicating with sellers, and making purchases. In other words, the more consumers accept social networking sites, the more positive they consider them as effective shopping platforms. Businesses seeking to improve the effectiveness of online shopping should focus on enhancing factors that promote technology acceptance, such as usefulness, usability, and social engagement, to encourage more positive consumer perceptions and shopping experiences.