 Antecedents of online purchase intention in the context of social commerceRishabh Shekhar and Uma Pricilda Jaidev International Journal of Applied Management Science, 2020, vol. 12, issue 1, 68-95 Abstract: The present growth in the e-commerce platform has opened up social commerce (SC), which uses social media to enhance commerce using social interactions. A thorough literature survey led to the identification of s-commerce dimensions namely, ratings and reviews, forums and communities, recommendations and the referrals. In addition perceived usefulness, perceived ease of use was also identified as factors that may trigger intention to purchase. Trust in social commerce has been identified as a mediator in the relationship between social commerce constructs, perceived ease of use, perceived usefulness and intention to purchase. Stepwise regression was used to understand the strongest predictors of SC adoption. Mediation analysis is also used to establish the role of trust. The study found that trust acts as a mediator between: 1) social commerce construct; 2) perceived usefulness and intention to buy; 3) perceived ease of use and intention to buy. This study added a new construct and empirically tested the relationship among the constructs. Keywords: social commerce adoption; SCA; social commerce; social media; trust; perceived ease of use; PEU; perceived usefulness; online purchase intention. (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:ids:injams:v:12:y:2020:i:1:p:68-95 Access Statistics for this article More articles in International Journal of Applied Management Science from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.