Main Article Content
Social commerce (SC) is an increasingly popular form of electronic commerce that involves
the use of social network sites (SNS) as commercial platforms. It is important for practitioners from
the SC industry and SC researchers to understand which factors drive a user’s intentions to purchase
goods and services using SC. This study proposes a theoretical model of factors derived from
previous studies which have causal or moderating effects on an individual’s intentions to make
purchases using SC. The model is analyzed and developed using data collected from a sample of
399 SC users. The study makes three contributions to theory: insights based on direct, indirect,
and total effects rather than only direct effects; the study of social support variables; and the
investigation of moderating effects due to gender, age, and SC experience. The findings confirm
several results from previous studies and identify new results.
Aladwani, A., & Palvia, P. (2002). Developing and validating an instrument for measuring user-per ceived web quality. Information and Management, 39(6), 467-476.
Al-Ghaith, W. (2015), Applying the technology acceptance model to understand social networking sites usage: Impact of perceived social capital. International Journal of Computer Science & Information Technology, 7(4), 105-109.
Azam, A., Qiang, F., & Sharif, S. (2013), Personality based psychological antecedents of consumers' trust in e-commerce. Journal of WEI Business and Economics, 2(1), 31-40.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.
Bai, Y., Yao, Z., & Dou, Y. F. (2015), Effect of social commerce factors on user purchase behavior: An empirical investigation from renren. com. International Journal of Information Management, 35(5), 538-550.
Bettman, J. R. (1973). Perceived risk and its components: a model and empirical test. Journal of marketing research, 184-190.
Beyari, H., & Abareshi, A. (2018), Consumer satisfaction in social commerce: an exploration antecedents and consequences. Journal of Developing Areas, 52(2), 55-72.
Bhardwaj, M., & Aggarwal, R. (2016), Examining the impact of social media on internet banking. Arabian Journal of Business and Management Review, 6(4). doi:10.4172/2223-5833.1000234.
Celeste See-Pui, N. (2012). Examing the cultural difference in the intention to purchase in social commerce. Pacific Asia Conference on Information System (PACIS), 163.
Chang, K.C., Kuo, N.T., Hsu, C.L., & Cheng, Y.S. (2014), The impact of website quality and perceived trust on customer purchase intention in the hotel sector: Website brand and perceived values as moderators. International Journal of Innovation, Management Technology, 5(4), 255-260.
Chen, J., & Shen, X.-L. (2015), Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Chen, L., & Wang, R. (2016), Trust Development and Transfer from Electronic Commerce to Social Commerce: An Empirical Investigation. American Journal of Industrial and Business Management, 6, 568-576.
Chiu, H., Lee, M., & Chen, J. (2008), Viral Marketing: A Study of Email Spreading Behavior Across Gender, Journal of Website Promotion, 2(3), 17-30.
Cohen, J. (1988) Statistical power analysis for the behavioral sciences (2nd ed.), New York, New York: Lawrence Erlbaum Associates.
Cohen, J., & Cohen, P. (1983), Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed.), Mahwah, New Jersey: Lawrence Erlbaum Associates.
Cyr, D. (2013). Website design, trust and culture: An eight-country investigation. Electronic Commerce Research and Applications, 12(6), 373-385.
Ella, Z.D. (2018). Penetration of leading social networks in Thailand as of 3rd quarter 2018. Statista, Retrieved from https://www.statista.com/statistics/284483/thailand-social-networkpenetration/
Ernst, C.-P.H., Pfeiffer, J., & Rothlauf, F. (2013), Hedonic and Utilitarian Motivations of Social Network Site Adoption. Johannes Gutenberg University Mainz: Working Papers in Information Systems and Business Administration.
Esmaeili, L., Mutallebi, M., Mardani, S., & Golpaycgani, S. A. (2015), Studying the affecting factors on trust in social commerce. International Journal of Advanced Studies in Computer Science and Engineering, 4(6), 41-46.
Farivar, S., Turel, O., & Yuan, Y. (2017), A trust-risk perspective on social commerce use: an examination of the biasing role of habit, Internet Research, 27(3), IntR-06-2016-0175.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM Sigmis Database, 33(3), 38-53.
George, D., & Mallery, P. (2003), SPSS for Windows Step by Step: A Simple Guide and Reference, 11.0 update, Boston, Massachusetts: Allyn and Bacon.
Hajli, N. (2015), Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014), Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
Han, B., & Windsor, J. (2011). User's willingness to pay on social network sites. Journal of computer information systems, 51(4), 31-40.
Heijden, H. V. D., Verhagen, T., & Creemers, M. (2003) Understanding online purchase intentions: contributions from technology and trust perspectives, European Journal of Information Systems, 12(1), 41–48.
Hern.ndez, B., Jim.nez, J., & Jos. Mart.n, M. (2011), Age, gender and income: do they really moderate online shopping behavior? Online Information Review, 35(1), 113-133.
Ho, J. Y. C., & Dempsey, M. (2009), Viral marketing: Motivations to forward online content. Journal of Business Research, 63, 1000-1006.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6),927-939.
House, J.S. (1981) Work Stress and Social Support. Reading, MA: Addison-Wesley. Retrieved from https://babel.hathitrust.org/cgi/pt?id=mdp.39015071886035;view=1up;seq=5;size=125.
Hu, Y., Sun, X., Zhang, J., Zhang, X., Luo, F., & Huang, L. (2009). A university student behavioral intention model of online shopping. Proceeding of the IEEE Symposium on electronic Commerce and Security. (pp. 571-574) Xi'an, China. DOI: 10.1109/ICIII.2009.156
Huang, L.-T. (2016), Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, H., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390.
Kim, J., Fiore, A. M., & Lee, H. H. (2007). Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer. Journal of retailing and Consumer Services, 14(2), 95-107.
Kim, S. E., Shaw, T., & Schneider, H. (2003). Web site design benchmarking within industry groups. Internet Research, 13(1), 17-26.
Kincl, T., & .trach, P. (2012). Measuring website quality: asymmetric effect of user satisfaction.bBehavior & Information Technology, 31(7), 647-657.
Kline, R.B. (2016), Principles and Practice of Structural Equation Modeling (4th ed), London: Guilford Press.
Lai, E., & Wang, Z. (2012). An empirical research on factors affecting customer purchasing behavior tendency during online shopping. Proceeding of the Software Engineering and Service Science (ICSESS) IEEE 3rd International Conference (pp. 583-586). Institute of Electrical and Electronics Engineers.
Lal, P. (2017), Analyzing determinants influencing an individual’s intention to use social commerce website. Future Business Journal, 3(1), 70–85.
Lee, H. S., Khong, K., & Hong, J. (2014), Influence of online shopping enjoyment and trust towards purchase intention in social commerce sites, Malaysia: Pak publishing group.
Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2012), What drives SC: The role of social support and relationship quality. International Journal of Electronic Commerce, 16, 69-90.
Pavlou, P. A. (2003), Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3),101-134.
Pharuepon, M. (2012), A study of factors of social network media affecting attitude towards brand advertising and purchase intention: A case study of Facebook users in Bangkok areas. Proceeding of the International Conference on Business Management and Environment (pp. 28-29). Bangkok, Thailand.
Rad, A. A., & Benyoucef, M. (2010), A model for understanding social commerce. Proceeding of the Conference on information systems applied research (pp. 1-11). Nashville, Tennes see, USA: Education special interest group of the AITP.
Shi, S., & Chow, W. S. (2015), Trust development and transfer in social commerce: prior experience as moderator. Industrial Management & Data Systems, 115(7), 1182-1203.
Schumaker, R.E., & Lomax, R.G. (2016), A Beginner’s Guide to Structural Equation Modeling, New Jersey, Mahwah, New Jersey: Lawrence Erlbaum Associates.
Straub, D., Boudreau, M-C., & Gefen, D. (2004), Validation guidelines for is positivist research, Communications of the Association of Information Systems, 13, 380-427.
Suraworachet, W., Premsiri, S., & Cooharojananone, N. (2012), The study on the effect of Facebook’s social network features toward intention to buy on F-commerce in Thailand. Proceeding of the IEEE/IPSJ 12th International Symposium on Applications and the Internet, IEEE Computer Society. (pp. 245-250). Izmir, Turkey.
Swanson, S. R., & Charlene, D. J. (2003). The relationship of differential loci with perceived quality and behavioral intentions. Journal of Services Marketing, 17(2), 202-219.
Talat, A., Azar, S., & Yousaf, M. W. (2013), Investigating social commerce as an alternate model for online commerce in developing countries: a case of Pakistani economy. Pakistan Journal of Commerce and Social Sciences, 7(1), 223-242.
University of Florida, Institute of Food and Agricultural Sciences. (2012). Retrieved from http://www.webcitation.org/66kKEIC0b
Venkatesh, V., Thong, J. Y., & Xu, X. (2012), Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1),157-178.
Wang, Y., & Yu, C. (2015), Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016), Exploring consumers impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.
Zheng, Y., Zhao, K., & Stylianou, A. (2012), The impacts of information quality and system quality on uses' continuance intention in information-exchange virtual communities: An empirical investigation. Decision Support Systems, 56, 513-524.
Zhou, Z., Jin, X-L., & Fang, Y. (2014), Moderating role of gender in the relationship between perceived benefits and satisfaction in social virtual world continuance, Decision Support Systems, 65, 69-79.