The Effect of Integrating Social Plugins into e-Commerce Website: A Study on Online Consumer Behaviour

The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this has at the same time made it difficult for businesses to decide where to build their web presence - in their e-commerce website or in SNSs. Therefore, this paper explores the impact of social plugins integration into e-commerce website. An empirical study was undertaken to investigate the impact of social plugins on consumer‟s perceived trust, word-of-mouth (WOM) effect, and consumer‟s purchase intention. The result of this study shows that there is positive impact on consumer purchase intention by integrating social plugins in e-commerce website. Recommendations for future research are outlined in this paper.