Exploring Consumer Purchase Intentions in Social Commerce: A Qualitative Study Using the Technology Acceptance Model (TAM)
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This qualitative study explores consumer purchase intentions in social commerce using the Technology Acceptance Model (TAM) as a theoretical framework. As social media platforms evolve into dynamic spaces for product discovery and purchasing, understanding the factors that influence consumer behavior in this context becomes crucial. The research objective was to explore how perceived ease of use, perceived usefulness, and attitudes toward social commerce platforms shape consumer engagement and purchase behaviors. Through in-depth interviews with eight key informants who were active social media users and online shoppers, and by employing content analysis to examine the data, the study identified several influential factors impacting consumer behavior. Perceived ease of use, characterized by user-friendly interfaces and straightforward navigation, emerged as a significant driver of engagement and positive attitudes. Perceived usefulness, manifested through efficient access to product information and integrated shopping functions, played a crucial role in fostering loyalty and encouraging repeat visits. The study also highlighted the importance of social features in cultivating trust and credibility, with peer recommendations and influencer endorsements significantly impacting purchase intentions. Beyond the core TAM constructs, additional factors such as social influence and trust were found to play vital roles in shaping consumer behavior. The findings underscore the need for social commerce platforms to prioritize usability, security, and trust-building features while fostering social interactions to create engaging, community-driven shopping experiences. The study concludes with recommendations for platform design and future research directions, emphasizing the potential of emerging technologies like AI-powered recommendations and augmented reality in enhancing the social commerce experience.
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