Antecedents of online purchase intention in the context of social commerce

IF 0.3 Q4 MANAGEMENT
Rishabh Shekhar, Uma Pricilda Jaidev
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引用次数: 10

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.
社交商务背景下网络购买意向的前提
目前电子商务平台的增长开辟了社交商务(SC),它利用社交媒体来增强利用社交互动的商业。一项彻底的文献调查确定了电子商务的各个方面,即评级和评论、论坛和社区、建议和推荐。除了感知有用性外,感知易用性也被确定为可能引发购买意向的因素。对社交商业的信任已被确定为社交商业结构、感知易用性、感知有用性和购买意愿之间关系的中介。逐步回归用于了解SC采用的最强预测因素。调解分析也用于确定信任的作用。研究发现,信任在以下方面起中介作用:1)社会商业结构;2) 感知有用性和购买意愿;3) 感知的易用性和购买意愿。本研究增加了一个新的构念,并实证检验了构念之间的关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Applied Management Science
International Journal of Applied Management Science Business, Management and Accounting-Strategy and Management
CiteScore
1.20
自引率
0.00%
发文量
21
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