The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

Kareem M. Selem (), Muhammad Haroon Shoukat, Syed Asim Shah and Marianny Jessica Brito Silva
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Kareem M. Selem: Suez Canal University
Muhammad Haroon Shoukat: COMSATS University Islamabad, Attock Campus
Syed Asim Shah: COMSATS University Islamabad, Attock Campus
Marianny Jessica Brito Silva: Federal University of Pernambuco, Marielle Franco

Palgrave Communications, 2023, vol. 10, issue 1, 1-12

Abstract: Abstract The paper draws on the theory of planned behavior (TPB) to investigate the dual effect of digital communication reinforcement drivers: positive (i.e., interactivity, argument quality, hedonic motivation, and perceived enjoyment online) and negative (i.e., intrusive concerns and privacy concerns) on purchase intention. This paper also examines the mediation effect of perceived usefulness and the moderation effect of habit. Using a time-lag approach, 490 responses were collected from Pakistan’s social media users and then analyzed using SmartPLS v.3.2.8. Findings showed that interactivity, argument quality, and privacy concerns significantly affected purchase intention. Furthermore, perceived usefulness was partially mediated, and habit was discovered to be a significant moderator in liking perceived usefulness with enjoyment online and purchase intention. This paper advances TPB understanding and develops an integrated model for businesses to better understand customer physiology on social commerce platforms through effective contributions in theory and practice.

Date: 2023
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DOI: 10.1057/s41599-023-01539-8

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