Shopping on Social Networking Web Sites: Attitudes toward Real
versus Virtual ItemsJiyoung ChaUniversity of North
TexasAbstractAssuming that shopping is a business area into which
U.S. social networks can expand, this study explores whether and
how factors affecting shopping attitudes on social networking sites
may differ according to product type. This study focuses on two
types of items that social networking sites carry: real and
virtual. It reveals that shopping services have different target
consumers and factors according to product type. Age, usefulness,
ease of use, security, and fit are critical in establishing
favorable attitudes toward shopping for real items. For virtual
items, gender, social networking site experience, ease of use, and
fit influence the attitudes.Keywords: Social networking Web sites,
online shopping, virtual, real, technology acceptance
model.IntroductionMost social networking Web sites based in the
United States have relatively short histories. The growth of these
sites is, however, exponential. According to ComScore Media Metrix,
MySpace ranked second in visitor page views, behind only Yahoo, by
May 2006 (Knowledge @ Wharton 2006). As of August 2007, six social
networking Web sites ranked in the top 20 of U.S. Web site traffic
lists: MySpace was ranked 6th, Orcut 8th, Facebook 10th, Hi5 11th,
and Friendster 18th (Alexa.com 2007). Moreover, major U.S. social
networking Web sites have seen a rapid increase in the numbers of
their registered users. As of May 2009, Facebook and MySpace had
more than 307 million and 123 million users worldwide, respectively
(Albanesius 2009).Social networking Web sites have succeeded in
attracting not only users but investors too. Media conglomerates
have tried to acquire or invest in social networks. Despite some
doubt about the stable revenue structures of social networks in
their nascent business stage, News Corp. acquired MySpace, the
largest U.S. social network, for $580 million in 2005. Yahoo and
Viacom both offered $1 billion to buy Facebook in 2006. Venture
capital firms recently put up $25 million in funding for Facebook
(Rosenbush and Mullaney 2006; Vara 2007). Several venture
capitalists also invested from $1 million to $10 million in
Friendster (Kawamoto 2006).Despite the success of social networking
sites with respect to attracting users and investors, academics and
industry observers are concerned about their potentially vulnerable
business models (Knowledge @ Wharton 2006; Olsen 2004).
Specifically, the profitability of some social networks is highly
questionable (Claburn2006; Tedeschi 2004) because the growing
number of users and explosive Web traffic do not necessarily mean
that the social networks will make a profit. The finances of social
networking Web sites also depend substantially on revenues from
outside advertisers. For example, Friendster's revenues come solely
from advertisers (Hopkins 2003). According to Framingham, a media
research firm, MySpace generated about $125 million in advertising
revenue in the fourth quarter of 2006 (Havenstein 2007) and $440
million in revenue in fiscal year 2007. There is little doubt that
the primary source of revenue is advertising (Williamson 2007).
Facebook generated $150 million in revenue and $30 million in
profit during calendar year 2007, through August; an advertising
deal with Microsoft accounted for half of that revenue (Vara
2007).For community-oriented Web proprietors, network externalities
are a critical factor for success. Researchers suggest that
companies with the greatest installed network bases will dominate
the market (Arthur 1996; Brynjolfson and Kemerer 1996; Katz and
Shapiro 1985; Lee and O'Connor 2003). As an increasing number of
people register on popular Web social networking sites, they may
eventually turn away from smaller social networkseven though these
smaller social networks serve as niche sites that gratify specific
needs. Such a trend seems to be occurring in the United States,
where as of August 2007, six social networking sites ranked in the
top 20 list of most visited sites, but two years later, only
Facebook and MySpace remained on that list (Alexa.com, 2009). In
addition, Facebook has started to outperform MySpace in terms of
traffic and the number of unique visitors (Albanesius 2009). Given
the importance of network externalities in the context of social
networking sites, it is imperative for social networks to develop
stable revenue structures that utilize their massive user bases.In
retrospect, myriad Internet companies have drawn huge numbers of
users and received substantial attention from the press, but then
disappeared within a short period of timelargely due to their lack
of solid business models that generate profits. Advertisers and
investors remain in flux as interesting new technologies emerge.
For example, e-Marketer, an online business research firm, has cut
its ad spending estimates for social networking Web sites;
advertisers were thus predicted to spend $1.4 billion on U.S.
social networking Web sites in 2008, a significant drop from its
previous estimate of $1.6 billion. Specifically, the company cut
revenue estimates for MySpace and Facebook, predicting MySpace
would take an 11.2% hit and decline from $850 million in
advertising income to $775 million. Facebook was projected to
suffer a 12.5% drop, from $305 million to $265 million (Nicole
2008; Sanders 2008).The economic downturn is one plausible reason
for these lowered advertising spending estimates, but the industry
pinpoints another primary cause, namely, the lack of advertising
and business models customized for social networking Web sites. The
U.S. social networking sites are still trying to figure out how to
turn their massive audiences into advertising dollars (Sanders
2008). From a managerial perspective, the key to success lies in
learning how to monetize their mass user bases by building stable
and relevant business models. This need reflects the intense
competition in the social networking site market segment, as well
as the lack of existing solid business models in the overall online
industry. In that regard, this study suggests that shopping
services may provide an area of possible business growth for social
networks.Operators of social networking sites must establish user
bases, which gives them potential shoppers in hand. It would not be
necessary for social networks to invest a huge amount of money in
promoting and advertising shopping services or attracting potential
shoppers; large social networks already have potential shoppers in
hand. In addition, whatever it is that keeps users coming back to a
particular social networking site should be pivotal for shopping
services in general. The socially interactive nature of social
networking sites also likely increases the exposure of these
returnees to the goods and services that the sites market.This
study also considers shopping services attractive for social
networking sites because of the user demographics of social
networking sites. Audiences of traditional media spread across all
age groups, whereas social networks are highly concentrated on
teenagers and people in their 20s and 30s. As of July 2009, users
between the ages of 13 and 34 years accounted for nearly 65% of
Facebook users. The largest age group of users, between 18 and 25
years, constitutes 30% of all Facebook users (Inside Facebook
2009). In addition, 85% of U.S. college students use at least one
social networking Web site, and 60% and 85% log on to social
networking sites daily or once a week, respectively (Arrington
2005). A more recent industry report confirms these trends remain
valid, in that more than 80% of U.S. college students use social
networking sites on a regular basis (The Info-Shop 2007). Users who
range in age from their teens through their 30s are particularly
attractive targets for sellers of goods and services; they also are
more likely to purchase products or services online than are older
consumers (Akhter 2003; He and Mykytyn 2007).Due to the unique
characteristics of social networks, items sold through social
networking sites may differ from those sold in other online stores,
whose businesses focuses entirely on shopping services. Online
shopping sites mostly sell "real goods" or "real services," whereas
social networks can carry not only real items but also "virtual
items." Real items refer to goods or services that can be used
offline, regardless of whether the goods or services are bought
online or offline, such as books, furniture, clothes, flight
tickets, DVDs, and so on. Virtual items instead are products or
services whose use and purchase are constrained to a particular Web
space. Profile layouts, avatars, virtual gift items, and music that
can be only used on specific Web sites are examples of virtual
items. Despite the considerable amount of buzz around social
networking sites in the press, academia has paid scarce attention
to them, and most existing studies consider social aspects or
privacy issues (e.g., Barnes 2006; Ellison, Steinfield, and Lampe
2006; Tong et al. 2008) rather than investigating social networks
from a managerial perspective.By integrating the technology
acceptance model (TAM) with other perceptions of social networks
and characteristics of individual users, this study aims to
investigate whether and how the factors that affect attitude toward
shopping on social networking sites differ according to product
type (i.e., real versus virtual items). This investigation
therefore sheds light on the similarities and differences between
the drivers of consumers' online shopping for real and virtual
items. Also, it offers insights into whether widely accepted
theories in the e-commerce context apply to shopping on social
networking sites as well. Unlike shopping-driven sites, such as
Amazon and eBay, shopping services are not the primary business
domain for social networking sites, so consumers may perceive their
shopping services differently. From the perspectives of social
network operators, launching shopping services represents a
category extension, and this study may help them find ways to boost
the chances of success for their shopping services venues.Shopping
on Social Networking Web SitesSocial media play increasingly
important roles as a marketing platform. More and more retailers
use social media to target teens and young adults, and social
networking sites are a central venue in that trend (Market Watch
2008). A survey commissioned by the American Marketing Association
reveals a positive outlook for likelihood of e-commerce on social
networking sites, in that 47% of consumers said they would visit
social networking sites to search for and discuss holiday gift
ideas, and 29% said they would buy products there (Horovitz
2006).Some U.S. social networks have geared up to provide shopping
services. Facebook added a shopping application that enables users
to search for products they want to buy, then share their opinions
of those products with other Facebook members (Forbes2007).
Facebook has supplied virtual gifts, valued at $1 apiece, since
April 2007. The addition of shopping services to social networking
sites is in the nascent stage in the United States, but social
networking sites in some other countries employ shopping services
aggressively. For example,Cyworld.co.kr, a popular Korean social
network that attracts more than one-third of the country's
population and 90% of people in their 20s, carries both real and
virtual items. It generates approximately $300,000 daily from
individual users by selling virtual items such as music, avatars,
and customized profile layouts (Schonfeld 2006). Although U.S.
social networking sites provide users with similar items, such as
music and profile layouts, they usually are provided for free.
Cyworld also generates revenues from selling real items, such as
clothes and fashion accessories.Research suggests that consumers
rely on two different sets of values in making their shopping
decisions: hedonic and utilitarian (Babin and Darden 1995;Babin,
Darden, and Griffin 1994). Batra and Ahtola (1990, p. 159) define
these values as follows: "(1) consummatory affective (hedonic)
gratification from sensory attributes, and (2) instrumental,
utilitarian reasons." Hedonic shopping value thus reflects the
value received from the multisensory, fantasy-related, and emotive
feeling a consumer receives from a particular product, whereas
utilitarian shopping value focuses on the acquisition of products
and/or information in an efficient manner, which reflects a more
task-oriented, cognitive, unemotional outcome (Babin, Darden, and
Griffin 1994;Holbrook and Hirschman 1982). Utilitarian value
therefore is more associated with cognitive aspects of attitudes,
such as economic benefit (Zeithaml 1988), convenience, and time
savings (Jarvenpaa and Todd 1997; Teo 2001).Online shoppers tend to
seek utilitarian values rather than hedonic values (Reibstein
2002), because online shopping services lack multisensory
attributes. The primary utilitarian values that online shoppers
seek include the convenience of locating and comparing merchants,
evaluating price/quality ratios, and conserving temporal and
psychological resources (Grewal et al.2003;Mathwick, Malhotra, and
Rigdon2001).Adding virtual items to social networking sites could
expand the value of online shopping. Shopping for virtual items
also is more relevant to hedonic than to utilitarian values,
because consumers would not purchase virtual items out of
necessity. Thus, whether a social networking site sells real or
virtual items may determine consumers' attitudes toward shopping on
that site. Considering the different nature of real and virtual
items in a shopping context, this study explores the differences
and similarities between factors that affect shopping for real and
virtual items on social networking sites.RQ1. Are there differences
between real and virtual items with respect to which factors affect
attitudes toward shopping on social networking sites? How different
or similar are the factors?Perceived Usefulness, Ease of Use, and
EnjoymentThe technology acceptance model (TAM) posits that the
perceived usefulness and perceived ease of use of a particular
information technology drive users' attitudes and intentions to
adopt that technology (Davis 1989; Davis, Bagozzi, and Warshaw
1989). According to empirical tests in different technologies and
settings, the TAM is a parsimonious, robust model for predicting
technology acceptance intentions (Gefen and Straub 2003). Perceived
usefulness is "the degree to which an individual believes that
using a particular system would enhance his/her job performance"
(Davis 1989, p. 320), whereas perceived ease of use refers to "the
degree to which an individual believes that using a particular
system would be free of real and mental efforts" (Davis 1989, p.
323). Recent studies show that perceived usefulness and ease of use
both affect consumers' intentions to use e-commerce (Gefen and
Straub 2000; Lee, Park, and Ahn 2001).Another construct added to
the model is perceived enjoyment. Perceived enjoyment is defined as
"the extent to which the activity of using the computer is to be
perceived enjoyable in its own right, apart from any performance
consequences that may be anticipated" (Davis, Bagozzi, and Warshaw
1992, p. 1113). Enjoyment usually emerges as important for shopping
experience, along with convenience and social interactions
(Javenpaa and Todd 1997). Thus, perceived enjoyment, perceived
usefulness, and perceived ease of use may be able to predict
attitudes toward shopping services offered on social
networks.H1a(b). Perceived usefulness, ease of use, and enjoyment
of shopping services on social networking sites are positively
associated with attitude toward shopping for real (virtual) items
on social networking Web sites.Perceived FitThe perceived fit
construct often appears when a brand introduces a new product or
service in different product or service categories. In marketing
literature, perceived fit refers to the degree of similarity
between an extension product category and existing products
affiliated with the brand (DelVecchio and Smith 2005). Previous
studies suggest that perceived fit between parent brands and their
extensions can enhance the performance of the latter. If new
products or services are perceived as similar to their parent
brand, consumers are more likely to evaluate the new product
favorably (Boush et al. 1987; Papadmitriou, Apostolopoulou, and
Loukas 2004). The fit between the brand and the extension category
also can reduce uncertainty triggered by a particular extension
category (Smith and Andrews 1995). Papadmitriou, Apostolopoulou,
and Loukas (2004) confirm the significant impact of perceived fit
on intention to purchase the extended products or services.Even
though some U.S. social networking Web sites have introduced
shopping services and applications, the extension is considered
fledgling; these sites are not yet very aggressive about selling
goods and services in general. Therefore, introducing and
developing shopping services can be considered category extensions
from a managerial standpoint. In that regard, consumers' perception
of the fit between social networking sites and the individual items
they sell would influence their attitudes toward the shopping
services. Therefore,H2a(b). Perceived fit between social networking
Web sites and real (virtual) items to be sold on the sites is
positively associated with attitude toward shopping for real
(virtual) items on social networking Web sites.Perceived
SecuritySecurity is a salient issue for e-commerce because users
must submit sensitive information to purchase goods or services
online. Salisbury and colleagues (2001, p. 166) define perceived
security on the Web as "the extent to which one believes that the
World Wide Web is secure for transmitting sensitive information."
They also find empirically that perceived security on the Web
positively affects purchase intentions online. That is, the less
secure someone perceives the Web to be, the lower the probability
that he or she will make a purchase through that channel. Yenisey,
Ozok, and Salvendy (2005) assert that this barrier causes
increasing numbers of people to hesitate when asked to submit
sensitive information over the Web.Perceived security also may be
critical for social networks that introduce e-commerce. Unlike
online shopping malls, such as Amazon, shopping services are not
the primary business area offered by social networking Web sites.
If people doubt the transactional security of social networks, they
may not shop for or purchase things on social networking Web sites.
Therefore,H3a(b). Perceived security of social networking Web sites
is positively associated with attitude toward shopping for real
(virtual) items on social networking Web sites.Experience with
Social Networking Web SitesZajonc (1968) suggests the influence of
a "mere exposure effect," such that continuous exposure tends to
increase people's liking for given stimuli. As a person experiences
more exposure to a particular stimulus, he or she establishes a
more positive attitude toward that stimulus (Monroe 1976; Wilson
1979;Zajonc 1968). The more familiar they are with a medium, due to
their frequent use of it, the more favorably people feel toward
that medium. Several prior studies specifically focus on the
relationship between overall Internet experience and purchase
intentions and behaviors on the Internet. Aldridge, Forcht, and
Pierson (1997) assert that the likelihood of buying online
increases as overall use of the Internet increases, and Hoffman,
Novak, and Peralta (1999) empirically find that Internet experience
has a positive association with purchase behaviors on the Internet.
Applying this theory to social networking sites,H4a(b). Experience
with social networking sites is positively associated with attitude
toward shopping for real (virtual) items on social networking
sites.Online Shopping ExperienceDespite promising outlooks for
online shopping in its nascent stage, Forrester Research projects
that online shopping will account for only 9% of overall U.S.
retail sales in 2010 (Linn 2007). Although online shopping has
grown rapidly in recent years, some Internet users remain reluctant
to purchase goods on the Internet because they are skeptical of how
much privacy and security they have in doing so (Aldridge, Forcht,
and Pierson 1997; Wang, Yeh, and Jiang 2006). Others may hesitate
to shop online because they would miss the social interaction or
direct experience with products. Online shopping analysts argue
that people who have not purchased online tend to continue to buy
goods or services offline (Linn 2007). Rogers (1995) also explains
that people are more likely to adopt an innovation they are
comfortable with and that is compatible with other technologies
they already use. Therefore,H5a(b). Online shopping experience is
positively associated with attitude toward shopping for real
(virtual) items on social networking sites.GenderMore men used the
Internet in its nascent years than did women, so online shopping
was more prevalent among men than among women in the late 1990s
(Ernst and Young 1999; Pew Internet 1998). Research also indicates
that male consumers spend more money and buy more frequently online
than do female consumers (Graphics, Visualization, and Usability
Center 1999; Li, Kuo, and Russell 1999). Yet the gender gap has
decreased in recent years; according to the Pew Internet (2001)
survey, 58% of men and 54% of women were Internet users as of 2001.
More recent surveys, such as the Pew Internet (2002) and Sky News
(2002), indicated that women are more dominant than men when it
comes to e-commerce. Focusing on expenditures online, women
accounted for 58% of online shopping, whereas men were responsible
for 42% between April 2004 and March 2005, according to comScore
(Maguire 2006). Nevertheless, men still report higher levels of
online purchase intentions than do women (Doolin et al.
2005).Dittmar, Long, and Meek (2004) maintain that differences in
conventional shopping motivations between men and women may explain
why women are less likely to buy online. Because the online
shopping environment does not offer emotional involvement or social
interaction, women may be less likely to shop online. However, the
situation could differ on social networking sites. Unlike other
e-commerce sites that tend to mitigate opportunities for social
interaction during shopping, social networking sites enable users
to interact with their friends. For example, Facebook's shopping
application allows users to rate and discuss products they want to
purchase with their friends. Therefore, users of social networks
can obtain their online friends' opinions about the products they
want to buy.Meanwhile, Girard, Korgaonka, and Silverblatt (2003)
find that online shopping preferences depend on product types. Men
are more likely to shop online for books, computers, and other
"utilitarian experience" goods (e.g., cell phones, televisions).
Women instead shop online for hedonic experience goods, such as
perfume and clothing. The unique characteristics of social networks
as venues for shopping and product types suggest the following
hypothesis:H6a(b). The female gender of consumers is positively
associated with attitude toward shopping for real (virtual) items
on social networking sites.AgePrevious studies indicate that age
and technology adoption have an inverse relationship in various
technology contexts. Older people tend to exhibit more negative
perceptions of new technologies and feel greater reluctance to
adopt them (Gilly and Zeithaml 1985; Pommer, Berkowitz, and Walton
1980). Madden and Savage (2000) specify that age is negatively
associated with Internet use, and the Pew Internet (2004) project
supports this relationship. These findings extend to the adoption
of specific Internet-related technologies, such as online chat
rooms and Webcasting (Lin 2004; Peter, Valkenburg, and Schouten
2005). Age also has a negative relationship with the adoption of
e-commerce. Akhter (2003) suggests that younger people are more
likely than older consumers to purchase products or services using
the Internet, and He and Mykytyn (2007) reveal a negative
relationship between age and the intention to adopt online payment
methods. Therefore,H7a(b). Age is negatively associated with
attitude toward shopping for real (virtual) items on social
networking sites.MethodSample and ProceduresThe data for this study
come from a survey. Before the main test, two pretests, using two
samples of 38 and 40 college students, were conducted. On the basis
of the pretests, the questions and wordings for the questionnaire
were carefully refined. For the main survey, a total of 167
students at a large university located in the southeast part of the
United States participated. Although the use of college students
can be viewed as convenient, Basil (1996) suggests this sample is
valid if their demographic group is of interest to the topic of
study. A college student sample is reasonable to study shopping
services on social networking sites, because college students are
the primary users of social networks (Arrington 2005; The Info-Shop
2007) and represent a significant portion of the demographic age
group that social networking sites and related retailers target for
marketing (Market Watch 2008).The sample for this study consists of
students enrolled in two large introductory mass communication
courses. The courses were open to all of the majors across campus,
so the participants' majors were heterogeneous. The sample consists
of 77.2% women (n = 129) and 22.8% men (n = 38); 6% of them where
first-year students (n = 10), 13.8% second year (n = 23), 17.4%
junior (n = 29), and 62.9% senior (n = 105). Their ages range17 to
30 years, though more than 95% of the participants were between the
ages of 17 and 25 years, and the average age was 20.71 years (SD=
1.52). Of the participants, 99.4% used at least one social
networking site (n = 167). With respect to time spent on social
networking sites per week, 57.7% said that they spent 1 to 5 hours
per week on average; 29.8% spent 6 to 10 hours; and 9.6 % spent 11
to 20 hours.The participants were first asked to indicate the
social networking site with which they were most familiar; they
answered the remaining questions on the questionnaire with regard
to that social networking site. This approach was taken because
their perceptions (e.g., perceived security) of and familiarity
with social networks vary. For real and virtual items that social
networking sites could carry in their shopping services, this study
considers 10 products or services: computers and computer
accessories, DVDs, video games, books, tickets, clothes and
accessories, profile layouts, avatars, virtual gifts, and playable
music. The selection of real items reflects the products college
students purchase most often online (Pew Internet 2001), and the
virtual items include items available on social networks that
already offer shopping services in the United States and other
countries.MeasuresAppendix 1 shows the measurement items and
reliabilities for the constructs. Appendix 2 indicates the
descriptive statistics for the constructs. Three items are adapted
from Davis (1989) and Davis, Bagozzi, and Warshaw (1989) to assess
perceived ease of use; four items from the same sources measure
perceived usefulness. The measures for perceived enjoyment come
from Davis, Bagozzi, and Warshaw (1992). Two items that measure
perceived security are adapted from Vijayasarathy(2003).To
measureperceived fit, one item captures the holistic similarity
between items that a site might sell and the social networking site
that the respondent uses. Morrin (1999) and Tauber (1988) suggest
that the similarity between existing products affiliated with the
brand and the extension category can be construed holistically. The
one item for the perceived fit comes from Keller and Aaker (1992).
All these measurement items use a seven-point Likert scale, ranging
from 1 (strongly disagree) to 7 (strongly agree). In contrast,
respondents indicate their experience with social networking sites
and Internet purchasing, on the basis of their frequency of using
the social networking site and online purchasing, on seven-point
scales ranging from 1 (never) to 7 (all the time). Respondents also
specify their age in years. To measure attitude toward shopping for
the 10 real and virtual items on social networking sites, an item
from Goby (2006) provides the measure, which uses a seven-point
Likert scale ranging from 1 (strongly disagree) to 7 (strongly
agree).A principal component factor analysis using Varimax rotation
was conducted first to examine whether attitude toward shopping for
individual items differs according to product type. Bartlett's test
shows that the overall correlations for individual shopping items
are significant ( = 900.66,p< .001), which suggests factor
analysis is an applicable method for classifying the shopping
items. As Table 1 summarizes, the factor analysis successfully
yields two factors: real items ( = .89) and virtual items ( = .81).
The first factor (attitude toward shopping for real items) refers
to six items: computers and accessories, tickets, clothes and
accessories, books, DVDs, and video games. The second factor
(attitude toward shopping for virtual items) includes four items:
profile layouts, music that can be played on social networks,
virtual gifts, and avatars. The real and virtual items account for
53.08% and 12.87% of the total variance, respectively. The means of
attitude toward shopping for real items (M = 4.16, SD = 1.37) and
virtual items (M = 4.10, SD = 1.41) are similar.Table 1. Factor
analysis results for attitude toward shopping on social
networksAttitude toward Shopping for ItemsReal ItemsVirtual
Items
Book.84.09
Ticket.82.17
DVD.81.31
Clothing and accessories.71.26
Computers and accessories.68.44
Video game.61.52
Profile layouts.10.84
Virtual gifts.18.77
Avatars.42.69
Music played on profile.28.69
Notes. The first factor (real items) achieves an eigenvalue of
5.31. The second factor (virtual items) reaches an eigenvalue of
1.29.
ResultsTwo separate multiple regressions assess the research
question and hypotheses. Tables 2 and 3 show the results from the
regressions. The conceptual models explain 76.4% (adjusted R= .75)
and 58.0% (adjusted R= .55) of the variance for the attitude toward
shopping for real items and virtual items, respectively. Neither
model suffers from multicollinearity problems. The variance
inflation factor (VIF) values range from 1.07 to 3.25.Table 2.
Multiple regression for attitude toward shopping for real items on
social networking Web sitesBSE
Perceived usefulness.15.06.16**
Perceive ease of use.27.05.26***
Perceive enjoyment-.12.07-.12*
Perceived security.07.04.07*
Perceived fit between social networks and real
items.67.05.66***
Experience with social networks-.09.06-.07
Internet purchasing experience.05.05.04
Age-.10.04-.11**
Female.23.14.07
Notes: R = .87; R = .76.*p< .05.**p