Online Behaviour of Micro and Small Size Entrepreneurs: Testing the Attention-Interest-Search-Action-Share (Aisas) Model

• Suhud , Usep ^[1] ; Purnamasari, Laila ^[1] ; Allan, Mamoon ^[2]
  1. [1] Universitas Negeri Jakarta

     Universitas Negeri Jakarta

     Indonesia

     
  2. [2] University of Jordan

     University of Jordan

     Jordania

     
• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 40, Nº 2, 2022 (Ejemplar dedicado a: Systematic Reviews and Bibliometric-Analyses in Applied Economics Literature)
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • So far, however, there has been little discussion about the online behaviour for micro and small size entrepreneurs in the pertinent literature. Therefore, this study examines the online behaviour of micro and small business owners of Facebook users using the linear and non-linear AISAS (attention, interest, search, action, and sharing) models. Scholars have tested this model with various types of consumer groups, except business owners. To that end, the current study involves micro and small business owners who join a group on Facebook. Data were collected in Greater Jakarta, Indonesia, and analysed using exploratory factor analysis (EFA) and structural equation modelling (SEM). As a result, the AISAS linear model succeeded in predicting micro and small business owners' online behaviour. Simultaneously, there were several problems with the non-linear model in predicting the online behaviour of small business owners.