Factors that influence purchase intentions in social commerce

Jeong Woong Sohn and Jin Ki Kim

Technology in Society, 2020, vol. 63, issue C

Abstract: Social commerce has recently expanded to operate in real time. The business model associated with social commerce has great potential to generate big sales. In order to respond to customers’ behavior better on the social commerce, we need to understand social commerce attributes well. The purpose of this study is to explore the attributes of social commerce and explain the purchase intentions of the increasing population of users. The findings of this study are that a factor analysis reveals five attributes that can be used to classify social commerce – economy, necessity, reliability, interaction, and sales promotion. Second, as a result of carrying out a multiple regression analysis, economy, necessity, reliability, and sales promotion are shown to affect purchase intentions. The findings uncovered in this research can enable entrepreneurs in social-commerce businesses to attract far more customers by determining the reasons that drive purchases and needs. In addition, this research can aid in the development of strategies to manage social commerce more effectively.

Keywords: Social commerce; Social network service (SNS); Purchase intentions; Multiple regression analysis (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160791X20303183
Full text for ScienceDirect subscribers only

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:eee:teinso:v:63:y:2020:i:c:s0160791x20303183

DOI: 10.1016/j.techsoc.2020.101365

Access Statistics for this article

Technology in Society is currently edited by Charla Griffy-Brown

More articles in Technology in Society from Elsevier
Bibliographic data for series maintained by Catherine Liu ().