 The role of social factors in purchase journey in the social commerce eraFarid Shirazi, Nick Hajli, Julian Sims and Fred Lemke Technological Forecasting and Social Change, 2022, vol. 183, issue C Abstract: This research examines the influence of information sharing amongst consumers on e-commerce platforms. On this basis, we develop a model for predicting consumers' purchase decisions on social commerce platforms. We use PLS-SEM to analyse online and paper surveys from 310 consumers. The findings suggest that social commerce information sharing increases consumer perceptions of familiarity, perceived ease of use, and perceived usefulness of social commerce platforms. Consumer learning and training of social commerce systems also increased their stated intention to purchase using the platform. We theorise the rise of the hyper-informed consumer that conducts pre-purchase product and shopping platform research to improve purchasing outcomes and as a form of socialising. The authors explain the theoretical contributions and practical implications at the end of the paper. Keywords: Social commerce; Social commerce information sharing; Familiarity; Learning and training (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:183:y:2022:i:c:s0040162522003857 DOI: 10.1016/j.techfore.2022.121861 Access Statistics for this article Technological Forecasting and Social Change is currently edited by Fred Phillips More articles in Technological Forecasting and Social Change from Elsevier |
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