Antecedents and Trust towards Social Commerce Platform Impacts on Consumer Online Purchase Intention: A PLS-SEM Analysis

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Sarasanan Boonmee
Thadathibesra Phuthong
Tidathip Panrod


The purpose of this research was to examine antecedents and trust towards social commerce platform impacts on consumer online purchase intention. The samples are 200 consumers who had experience of using social commerce platform for buying goods or services. The research instrument was a questionnaire by convenience sampling. In the process of data analysis, the Partial Least Square (PLS) technique was used to investigate the structural equation modeling. This study presents the consumer online purchase intention by trust towards social commerce platform model and explores the antecedents and trust towards social commerce platform impacts on consumer online purchase intention including perceived effectiveness of privacy policy, perceived effectiveness of industry self-regulation, word of mouth, and observe consumer purchase. Structural equation modeling results supported the trust towards social commerce platform model including perceived effectiveness of industry self-regulation and perceived effectiveness of privacy policy as antecedents of trust towards social commerce platform. While the consequences of trust towards social commerce platform impacts on consumer online purchase intention model included word of mouth and observe consumer purchase.


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Thadathibesra Phuthong

คณะวิทยาการจัดการ มหาวิทยาลัยศิลปากร 1 หมู่ 3 ต. สามพระยา อ. ชะอำ จ. เพชรบุรี 76120


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