Factors Influencing Customers’ Purchase Intention in Social Commerce

Ali Abou Ali, Alaa Abbass and Nihal Farid
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Ali Abou Ali: Department of Business Administration, Beirut Arab University, Beirut, Lebanon.
Alaa Abbass: Department of Business Administration, Beirut Arab University, Beirut, Lebanon.
Nihal Farid: Department of Business Administration, Beirut Arab University, Beirut, Lebanon.

International Review of Management and Marketing, 2020, vol. 10, issue 5, 63-73

Abstract: This paper inspects the relationship between purchase intention in social media context and relevant factors namely: trust, perceived risk, online behavioral advertising, and social commerce constructs. Using judgmental sampling technique, 384 questionnaires across Lebanon were collected and analyzed using structural equation modeling (SEM). The results show that purchase intention of the respondents is significantly positively affected by social commerce constructs, trust, and online behavioral advertising. And trust is positively enriched by social commerce constructs. Also, it is clear that positive social commerce constructs will decrease the perception of risks between customers when shopping online. Perceived risk influence on purchase intention is not significant, Trust negatively impacts perceived risk. This paper shows specific inferences about the factors affecting buying intention in social commerce. It provides fruitful insights to both academic researchers and professional marketers.

Keywords: Social Commerce; Online Behavioral Advertising; Trust; Perceived Risk; Purchase intention. (search for similar items in EconPapers)
JEL-codes: L81 M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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