Assessing the Purchasing Behaviour in S-commerce among Indonesian Students in Malaysia

Abstract

The purpose of this paper is to examine the relationship between advertising value, perceived value, and trust for purchasing behaviour in social commerce (s-commerce). The study was quantitative, and 105 Indonesian students provided primary data using a self-administered questionnaire. After applying SPSS to analyze the data, it was found that 56.1% of the variance could be explained by the suggested model. The findings show that there is a positive significant relationship between advertising value, perceived value, and trust for purchasing behaviour in s-commerce. The study's implications are intended to support information technology professionals to implement s-commerce technology in commercial settings