Empirical study of consumer-to-consumer social commerce users with a structural equation modelling approach

Zainul Arif Hidayat Lubis, Hotniar Siringoringo and Herry Susanto

International Journal of Business Excellence, 2026, vol. 38, issue 10, 1-23

Abstract: This study aims to analyse the influence of 'performance expectancy', 'social influence', 'price value', 'perceived risk', 'trust', and 'social commerce constructs' on 'purchase intention' of social commerce users, with customer age, online shopping experience, and income as moderating variables. Data were collected from social commerce users on TikTok, WhatsApp, Facebook, Instagram, Twitter, Line, and others in the Greater Jakarta area. Respondents were selected using convenience sampling. The direct influence between variables and their moderating role were analysed using structural equation modelling techniques. The AMOS 22 application was used in this data analysis. Results indicate that performance expectancy, social influence, price value, perceived risk, and trust influence purchase intention. Social commerce constructs have been proven not to affect 'purchase intention' significantly. Customer age, online shopping experience, and income do not moderate the relationship among variables.

Keywords: income; perceived risk; SCC model; trust; UTAUT 2 model. (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.inderscience.com/link.php?id=153624 (text/html)
Open Access

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:38:y:2026:i:10:p:1-23

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().