Determinants and Impact of Online Social Interaction on Online Buying Behaviour

Interactions in the e-commerce between companies and consumers are mainly through the retailer's Web site, interactions in social media such as Facebook are mainly based on virtual activities between consumers and consumers. The primary purpose of this paper is to investigate the determinants of consumer buying behaviour and the role of online social interaction on online buying. Results of natural experiment indicate that online social interaction among the consumers will change the opinion of buying behaviour.