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Factors Influencing Customers’ Purchase Intention in Social Commerce

Author

Listed:
  • Ali Abou Ali

    (Department of Business Administration, Beirut Arab University, Beirut, Lebanon.)

  • Alaa Abbass

    (Department of Business Administration, Beirut Arab University, Beirut, Lebanon.)

  • Nihal Farid

    (Department of Business Administration, Beirut Arab University, Beirut, Lebanon.)

Abstract

This paper inspects the relationship between purchase intention in social media context and relevant factors namely: trust, perceived risk, online behavioral advertising, and social commerce constructs. Using judgmental sampling technique, 384 questionnaires across Lebanon were collected and analyzed using structural equation modeling (SEM). The results show that purchase intention of the respondents is significantly positively affected by social commerce constructs, trust, and online behavioral advertising. And trust is positively enriched by social commerce constructs. Also, it is clear that positive social commerce constructs will decrease the perception of risks between customers when shopping online. Perceived risk influence on purchase intention is not significant, Trust negatively impacts perceived risk. This paper shows specific inferences about the factors affecting buying intention in social commerce. It provides fruitful insights to both academic researchers and professional marketers.

Suggested Citation

  • Ali Abou Ali & Alaa Abbass & Nihal Farid, 2020. "Factors Influencing Customers’ Purchase Intention in Social Commerce," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 63-73.
    • Handle: RePEc:eco:journ3:2020-05-8
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    Citations

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    Cited by:

    1. Nguyen Phan Quynh Huong & Ha Minh Tri, 2023. "Religiosity to green purchase under emotional and greenwashing factors," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 97-113.
    2. Nada Mallah Boustani & May Merhej Sayegh & Zaher Boustany, 2022. "Attitude towards Online Shopping during Pandemics: Do Gender, Social Factors and Platform Quality Matter?," JRFM, MDPI, vol. 15(10), pages 1-18, October.

    More about this item

    Keywords

    Social Commerce; Online Behavioral Advertising; Trust; Perceived Risk; Purchase intention.;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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