Electronic commerce has determined great changes in consumer behavior, changes caused mainly by the modification of factors that influence online consumer behavior. Among the many factors that play a key role in virtual consumer behavior the paper presents the significance, the characteristics and the specificity of psychological and social factors. This is due to the relevance of marketing research which proves that the Web experience generates mutations in mental processes that trigger the online buying decision. Therefore, marketers should acknowledge the importance of the study and the influence of these factors due to their increasing power in the digital world.
This study investigates the influence of Facebook applications and activities on consumers purchase intention and provide insights into whether consumers take notice of their peer's activity on Facebook and whether that activity influences consumer purchase intention. Regression analyses conducted on the results from a survey of 215 Facebook users suggests that the use of Facebook's like button, location based check-in service and the share button applications positively influence consumers purchase intention. Posting comments on Facebook shows no significant effect on purchase intention.
Consequently, marketers should plan to add activities on their Facebook page to help create brand, product or service awareness, and stimulate sales. Shopping through Facebook may well be a key channel of the future. Keywords: Facebook, Social networks, Applications, Sales channel, Internet marketing