Customer social experience as antecedents of social commerce: Insights from Kaskus

Abstract

The rapid growth of Internet users becomes an opportunity for e-commerce company to develop its business. However, there are challenges which e-commerce company have to face. Indonesia, despite having a significant growth of its Internet users, only 27% of its Internet users who have already used online shopping. The participation of Indonesian society can be enforced by providing social interaction in e-commerce. This triggers the emergence of e-commerce business model in the form of social commerce, which emphasizes on its social interaction. The social interaction drives customers experience, so they are willing to participate in online purchasing activities. This study uses three forms of experience that can be perceived by its customers, namely social support, social presence, and flow. The analysis result of 308 respondents demonstrate that social commerce constructs have influence to customer experiences. Meanwhile, customer experiences have influence to social shopping and sharing intention.