The Influence Of Social Commerce On Purchase Intention Of Online Customers

Social commerce is a subset of e-commerce,and it's an amalgamation of ecommerce and social media.With the development of web technology 2.0,business is integrating social media and social networking sites in their daily businesses and getting benefits from them.The growing popularity of social commerce may transform the purchase behavior of customers.There is a need for time to investigate the factors that impact the customers' purchase intention in the social commerce environment,especially in developing countries.The study is a drive to investigate the factors influencing online customers' purchase intentions in social commerce.A theoretical model to explore the factors affecting online customers' purchase intention and decision-making is proposed by employing social learning theory.Based on the analysis of Web technology 2.0,social media,and social networking sites,this research defines the concept and connotation of social commerce with reference to other scholars.It analyzes the differences and connections between ecommerce and social commerce.The core social commerce constructs are discussed in terms of learning from forums and communities,learning from ratings and reviews,and learning from a social advertisement.On account of the study of social commerce-related content,a framework model of social commerce influencing online customer purchase intention,including social interaction,trust,and social word of mouth,is proposed based on social learning theory and technology acceptance models.This study discusses the relationship between social commerce constructs and social interaction based on the proposed framework model.According to social cognitive theory,social learning theory,with the emotional support,informational support,familiarity,closeness,and evaluative identity as the variables of social interaction,the relationship between social commerce constructs(such as learning from forums and communities,learning from ratings and reviews,and learning from social advertising)and social interaction is specifically studied.The behavior patterns of customers in social commerce are expounded,and the relevant assumptions are put forward.Furthermore,the relationships between trust and social interaction,social word of mouth and social interaction,as well as the relationship between trust and social word of mouth are discussed.The relationships between trust and online customer purchase intention,social word of mouth,and online customer purchase intention are analyzed.The research model of social commerce affecting online customer's purchase intention is established in detail by putting forward the relevant hypothesis.According to the established research model,this research designed the corresponding questionnaire and obtained the relevant data through the questionnaire for empirical analysis.Firstly,through the descriptive statistical analysis of the data obtained from the survey,the reliability and validity of the model and questionnaire are analyzed.The structural equation model analysis method is applied to test the hypothesis of the model through path analysis.Empirical studies show that all factors of the selected structure are significantly related to online customer purchase intention.Theoretical analysis and empirical research show that social commerce constructs such as learning from forums and communities,learning from ratings and reviews,and learning from social advertisements are significant predictors of social interaction constructs,which enhance the knowledge and information among social media users? commerce sites.Furthermore,social interaction constructs such as emotional support,informational support,familiarity,closeness,and evaluative identity significantly contribute to predicting trust and S-WOM generation in a social commerce environment.Moreover,trust is significantly and positively influences customers to generate positive S-WOM,and both of these factors positively influence consumer's purchase intentions in online shopping.Finally,according to the above research conclusions and customer relationship management theory,the countermeasures to improve the online customer's purchase intention from the two angles of stimulating social word of mouth and increasing trust are put forward.This research's findings make a significant contribution to the existing literature on customers' social commerce purchase intention and have a practical implication for understanding different aspects of social commerce's influence on customers' decision making.