Inorder to understand the various factors impact online purchase through socialmedia; Technology Acceptance Model (TAM) has been reviewed and suggested threemajor factors which influence broadly the buying through social media which areperceived usefulness, perceived value and perceived risk and their influence onpurchase intention has been found identified. There are vast articles andliterature available on the same factors in ecommerce context but this researchcarries the social media.IndianE-commerce is booming and more profitable especially for business startups.E-commerce sector accounts of 2 Lakhs crore and expected to achieve 5 Lakhscrore till 2017 in which 77% of online users buy products exclusively on SocialMedia. 43.8% of Indian Internet Users has bought at least one product onlineand by 2019 and it is likely to grow by 64.4%, 50% of shoppers buy productsonline based on recommendation through social media networks and 74% ofcustomers rely on social media for making their purchase decisions (2020, 2018).Physical goods sales through digital mode has accounted around 16.
8 bn USD (Jain,S. (2016). Accordingto Jain, S. (2016) Indiais leading over US in facebook users. 155 mn active social media users out ofwhich 147 mn access on their Smartphone and 73 mn users are active everyday onMobiles (Facebook.
com, 2018). Key Facebook Users from India are aged 18-24,which is the largest and fastest growing population segment, these belongs tocollege going students therefore college going students have been taken as asample unit. It has been suggested by Social Media Marketing Tips (2018) thatin India out of 462 million internet users, 200 millions are actively usingsocial media. In 2016 alone, the internet penetration was 24.33% and it isexpected to grow at 37.36% by 2021. India is second largest online shopping market afterChina, which is male dominated in terms of internet usage (71%) and femalecomprises very less (29%).
Google+ is 2nd (82%) most used in India with 82%accounts after Indonesia with 83% account. More than 60% social media users are collegegoing student.As suggested by Brien, C.O.
(2011) Social Media refers to acollection of social technologies which have enabled a revolution in usergenerated content, global community and publishing of consumer opinion. Socialmedia can also be defined as a group of Internet-based applications that is constructedon theoretical and methodicalfoundations of Web 2.0 and that facilitate the creation and exchange of UserGenerated Content” (Kaplan, A.
M. and Heinlein, M. (2010).Socialmedia has begun as an Internet-based platform which is extremely dynamic andvibrant. It has proved to be an exceptionally useful platform where one personcan communicate with hundreds or thousands of other people.
It is one of the most recent and effective technologydriven offer lots of benefits (21st Century Technologies (1998). It has givenenough confidence to researcher for doing research on this area, also much ofthe research has not been done on which factors influence consumers while theypurchase through social media in the Indian context and their influence onpurchase intention while purchase online; therefore Social Media has been chosenas an area of research.