Factors Affecting Purchase Intention In Social Commerce

Inzaghi, Nickholas; Sukmaningsih, Dyah Wahyu

doi:10.1109/isriti56927.2022.10052827

Cited by 3 publications

(2 citation statements)

References 24 publications

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“…The study's outcomes further demonstrate that social influence plays a significant and positive role in boosting consumers' social commerce trust, which in turn functions as a mediating factor to indirectly affect consumers' purchasing behaviors. This outcome is consistent with the conclusions of earlier investigations that have been carried out in the context of social commerce through social networking platforms [87,88].…”

Section: Discussion Of Key Findingssupporting

confidence: 92%

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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Sustainability

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Promoting organic foods production and consumption contributes to accomplishing the United Nations’ sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers’ social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that Instagram social commerce-facilitated purchasing conditions, hedonic motivations, social influence, ratings and reviews, and influencers’ endorsements positively influenced customers’ purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers’ trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

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Section: Discussion Of Key Findingssupporting

confidence: 92%

“…The impact of SI on customers' purchasing intentions across different online commerce technologies has been highlighted in earlier studies [65,86]. Moreover, it has been indicated that SI has favorable influence on customers' SC trust [87]. In this regard, Maulida et el.…”

Section: H4b Hm Mediates the Relationship Between Pi And Pbmentioning

confidence: 94%

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Sustainability

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Integrating Trust and Risk Perception into UTAUT: Study About Consumers' Purchase Intentions in Social Media

Syamsuar,

Darren

2023

2023 International Conference on Informatics, Multimedia, Cyber and Informations System (ICIMCIS)

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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Preprint

View full text Add to dashboard Cite

Promoting organic foods production and consumption contributes to accomplishing United Nations sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers' social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that facilitated purchasing conditions, hedonic motivations, social influence, rating and reviews, and influencers’ endorsements increase customers' purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers' trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

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Factors Affecting Purchase Intention In Social Commerce

Cited by 3 publications

References 24 publications

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Integrating Trust and Risk Perception into UTAUT: Study About Consumers' Purchase Intentions in Social Media

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

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