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Social Commerce from a Theory of Planned Behavior Paradigm: An Analysis of Purchase Intention

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  • Sheila M. Smith

    (Miller College of Business, Ball State University, Muncie, IN, USA)

  • Jensen Zhao

    (Miller College of Business, Ball State University, Muncie, IN, USA)

  • Melody Alexander

    (Miller College of Business, Ball State University, Muncie, IN, USA)

Abstract

Social commerce (s-commerce) is linked to social shopping, social sharing, and described as focusing on sharing information with affiliate shoppers. Due to the increased popularity of private and public social networking websites, this empirical study extends Ajzen’s (1991) theory of planned behavior (TPB) to explain and predict purchase intention after interacting with an s-commerce website. Results indicate significant support for the theoretical paradigm from an s-commerce perspective. No significant effects emerged from the multiple linear regression conducted to determine whether the current study’s theoretical paradigm confirmed to the applicability of the theory of planned behavior. Using a path model as outlined by Ajzen (2004), the path analysis produced good support for the model in which purchase intention had a positive relationship with attitudes, subjective norm, and perceived control behavior. Analysis of attitudes, subjective norm, perceived behavioral control, and intentions revealed subjective norm had the greatest influence on purchase intention. Implications for theoretical and practical analysis are presented, along with recommendations for future research.

Suggested Citation

  • Sheila M. Smith & Jensen Zhao & Melody Alexander, 2013. "Social Commerce from a Theory of Planned Behavior Paradigm: An Analysis of Purchase Intention," International Journal of E-Adoption (IJEA), IGI Global, vol. 5(3), pages 76-88, July.
    • Handle: RePEc:igg:jea000:v:5:y:2013:i:3:p:76-88
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    Cited by:

    1. Lai-Ying Leong & Teck-Soon Hew & Keng-Boon Ooi & Bhimaraya Metri & Yogesh K. Dwivedi, 2023. "Extending the Theory of Planned Behavior in the Social Commerce Context: A Meta-Analytic SEM (MASEM) Approach," Information Systems Frontiers, Springer, vol. 25(5), pages 1847-1879, October.
    2. Busalim, Abdelsalam H. & Hussin, Ab Razak Che, 2016. "Understanding social commerce: A systematic literature review and directions for further research," International Journal of Information Management, Elsevier, vol. 36(6), pages 1075-1088.

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