Understanding Consumers’ Switching Intention from e-Commerce to Social Commerce: A Mixed Methods Study

Orhan Çeliker, Üstün Özen () and Mehmet Cem Bölen ()
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Orhan Çeliker: Business Management, Open and Distance Education Faculty, Ataturk University, Atatürk Üniversitesi Rektörlüğü, Erzurum, 25240, Turkey
Üstün Özen: ��Management Information Systems, Faculty of Economics and Administrative Sciences, Ataturk University, Atatürk Üniversitesi Rektörlüğü, Erzurum, 25240, Turkey
Mehmet Cem Bölen: Business Management, Open and Distance Education Faculty, Ataturk University, Atatürk Üniversitesi Rektörlüğü, Erzurum, 25240, Turkey

International Journal of Innovation and Technology Management (IJITM), 2024, vol. 21, issue 01, 1-57

Abstract: As firms continue to use social media checkout and shopping integrations, and social media platforms become primary search engines for consumers, social commerce is slowly replacing traditional e-commerce. However, there is still a limited understanding of why consumers frequently switch between e-commerce and social commerce platforms during the process by which they discover and purchase a product. This study attempts to bridge this gap by investigating the switching behavior from traditional e-commerce to social commerce at the consumer level. By following a mixed-methods approach, this study develops and empirically validates a research model derived using the push–pull–mooring framework and the findings of the exploratory study. The test results showed that the proposed research model explains a large portion (0.607%) of the variance in consumers’ switching intentions. Besides, social influence was also found to moderate the impact of push and pull factors on switching intention.

Keywords: Social commerce; switching intention; push pull mooring framework (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1142/S0219877024500068

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