Purchasing through Social Platforms with Buy Buttons: A Basic Hierarchical Sequence

Martínez–López, Francisco J.; Li, Yangchun; Feng, Changyuan; Esteban-Millat, Irene

doi:10.1080/10919392.2020.1713698

Cited by 8 publications

(9 citation statements)

References 76 publications

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“…In the context of s-commerce, customer loyalty has a positive impact on attitude toward s-commerce platforms, resulting in an improved intention to continue purchasing from such platforms in the future. Attitude toward an s-commerce site has also been found to have a significant effect on behavioral intention (Martínez-López et al , 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Attitude can also function as a predictor of behavior. For instance, if a Facebook user gives a “like” to a particular advertisement on the social media platform, there may be a much greater likelihood that they will go on to make a purchase because the “like” will redirect them to pages related to commercial activities on the site (Martínez-López et al , 2020). Suraworachet et al (2012) found that an individual’s attitude toward online purchasing on Facebook has a positive influence on their purchase intentions within the site.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…According to Martínez-L opez et al (2020), in the context of purchasing via s-commerce, perceived ease of use relies on an individual's particular assessment of the effort likely involved in purchasing from s-commerce platforms by clicking on the purchase buttons, as such buttons on s-commerce sites are still relatively new.…”

Section: 43mentioning

confidence: 99%

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Drivers of purchase intention in Instagram Commerce

Herzallah

Muñoz‐Leiva

Liébana‐Cabanillas

2022

SJME

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Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling. Findings This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships. Originality/value This research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

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Drivers of purchase intention in Instagram Commerce

Herzallah

Muñoz‐Leiva

Liébana‐Cabanillas

2022

SJME

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“…According to TAM, users' attitudes toward using technology influence their behavior (Nyagadza, 2021). For instance, if a Facebook user "likes" a particular advertisement on a social media platform, the "like" sends them to a page on the site related to commercial activity, increasing their likelihood of making further purchases (Martínez-López et al, 2020). According to Suraworachet et al ( 2012), people's expectations for purchases on Facebook were significantly influenced by their attitudes toward online purchases.…”

Section: Attitudementioning

confidence: 99%

“…Jurnal Manajemen Bisnis, 2023 | 220 that views on social media positively predict intentions to use social commerce. Attitudes toward s-commerce sites also significantly affect behavioral intentions (Martínez-López et al, 2020).…”

Section: Sintia Masnita and Kurniawati The Determinants Of Purchase I...mentioning

confidence: 99%

The Determinants of Purchase Intention in Social Commerce

Sintia,

Siagian,

Kurniawati

2023

MABIS

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Research aims: The research aims to determine the determinants of purchase intention in social commerce.Design/Methodology/Approach: The population of this study was online shoppers. Questionnaires were distributed in Google Forms through various platforms. The sampling technique employed purposive sampling by drawing samples from 372 respondents. The data had been confirmed for their reliability and validity. The data analysis methods utilized were both quantitative and descriptive. Then, Structural Equation Modeling (SEM) was used for quantitative analysis.Research findings: The research uncovered that trust, attitude, and perceived usefulness significantly affected purchase intention. Then, the trust had a significant effect on attitude. Perceived ease of use also significantly affected subjective norms and perceived usefulness. However, this study highlights that subjective norms and alternative evaluations did not affect purchase intention.Theoretical contribution/Originality: This research enriches the reading of researchers on related subjects. Another contribution is that this research demonstrates that strengthening trust, attitude, and perceived usefulness in social commerce will increase purchase intention.Practitioner/Policy implication: This research will help other researchers, managers, investors, and government consider how social commerce opportunities can drive customer purchase intention. Research limitation/Implication: Since this research only discussed social media popular today, further research can discuss other developing social media. In addition, this study only discussed several variables affecting purchase intention. Hence, subsequent research can explain the role of artificial intelligence in encouraging purchase intention in social commerce.

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