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An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business

M. Awais Shakir Goraya (), Zhu Jing (), Mahmud Akhter Shareef (), Muhammad Imran (), Aneela Malik () and M. Shakaib Akram ()
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M. Awais Shakir Goraya: Southwestern University of Finance and Economics
Zhu Jing: Southwestern University of Finance and Economics
Mahmud Akhter Shareef: North South University
Muhammad Imran: King Saud University
Aneela Malik: Al Yamamah University
M. Shakaib Akram: King Saud University

Electronic Markets, 2021, vol. 31, issue 1, No 13, 195 pages

Abstract: Abstract Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes.

Keywords: Social commerce; Community attributes; Platform attributes; Trust in platform; Trust in community; Social commerce intention; E-WOM intention (search for similar items in EconPapers)
JEL-codes: C83 L81 (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s12525-019-00347-w

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