BIROn - Birkbeck Institutional Research Online Hajli, N. and Sims, Julian and Zadeh, A.H. and Richard, M.-O. () A social commerce investigation of the role of Jan 01, · In conclusion, the present research helps us to understand the importance of product features, brand name, and social influence on purchase intention of smartphone among University students. Contrary to expectation, product sacrifice did not have a Sep 25, · A research model consisting of the social networking and interaction orientation factors acting as the main parameters influencing online purchase intention is proposed and suggested that the relationship between thesocial networking factor and intention to buy is mediated by the interaction orientation factor
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A short summary of this paper. A social commerce investigation of the role of trust in a social networking site on purchase intentions. BIROn - Birkbeck Institutional Research Online Hajli, N. and Sims, Julian and Purchase intention research paper, A. and Richard, M. Journal of Business Research 71pp. ISSN Downloaded from: Usage Guidelines: Please refer to usage guidelines at or alternatively contact lib-eprints bbk.
Journal of Business Research: prior to publication draft copy Volume 71, FebruaryPages — A social commerce investigation of the role of trust in a social networking site on purchase intentions Hajli, N.
Abstract Trust has always been a critical issue in online shopping environments. Thus, purchase intention research paper present a main and two alternative models by drawing on the critical notions related to purchase intention, including social commerce information seeking, familiarity with platform, and social presence.
The models clarify mechanisms by which trust, purchase intention research paper, familiarity, social presence and social commerce information seeking influence behavioral intentions on social commerce platforms. Results indicate that the main model of the study is a better explanatory mechanism than the alternative models. The theoretical and practical implications are discussed. Keywords: Trust; social commerce; e-commerce; purchase intention; familiarity with platform; social presence; information seeking.
Introduction Social commerce is the application of Web 2. The difference between social commerce i, purchase intention research paper. Web 2. A number of retailers e. insurance, airlines, and banks have successfully used social commerce to enhance their business. However, some firms failed in their social commerce strategies e. Walmart and there have been numerous complaints about trust, security, and privacy in information exchange Liang and Turban ; Kim and Pak Thus, trust of the SNS and embedded content provided by peers i.
In this regard, recently Kim and Park indicated that trust of social commerce firms e. com directly enhances purchase and purchase intention research paper intentions, purchase intention research paper. Moreover, if there is any relationship, which mechanism carries the effect of trust on purchase intention?
Answering the above questions and provide explanations for the relationship between trust and purchase intention from an e-vendor on SNS, this study puts forward a model that draws on three key concepts purchase intention research paper social commerce platforms, including: 1 social commerce information seeking i. acquiring information from information channels of social commerce platforms ; 2 familiarity with platform i.
The channels of information exchange have been revolutionized by the emergence of SNSs. In spite of this, Van Der Heide and Lim recently indicated that users familiar with SNSs are more likely to rely on peer-generated contents, which could motivate the purchase intention on social commerce platforms.
Taking different probable frameworks into consideration, we also propose two alternative models. Using Facebook users, we test the main model of study as well as the alternative models by taking advantage of two structural equation modelling methods partial least square and covariance-based.
The results of the model fit and model selection analyses indicted that the main model of the study out performs the alternative models. This study highlights the importance of trust of social commerce and provides some recommendations about informational channels and customers information seeking, familiarity with the platforms and the sense of social presence wherein.
Thus in the following sections: first we define social commerce and its difference from e-commerce and conceptualize the notion of trust of social commerce platforms. Second, in the hypothesis development section we respectively hypothesize the effects of trust on purchase intention and social commerce information seeking, relationship between social commerce information seeking, purchase intention, familiarity with purchase intention research paper, and social presence.
Finally we propose the effects of familiarity and social presence on purchase intention. Third, the methodology and results of the model analysis will be presented. The paper will end with discussion and implications. Conceptual Framework 2. Huang and Benyoucef ; Liang and Turban ; Liang et al. Similar definitions are proposed by other social commerce literature e.
Liang et al. Social commerce has three main characteristics, including social media technology, interactions in the community level, and commercial activities. In social commerce value is mainly originated from the network of interactions among actors, while the facilitation of buyer-seller connections is central to value co-creation in e-commerce. In social commerce, a network of interactions among actors is the main source of value, while in e-commerce, the facilitation of connections among buyers and sellers are the basis of value co- creation i.
integration of resources among actors of a value network. In line with Vargo and Lusch recent modifications on 6th fundamental premises of service dominant logic, resource i.
Social commerce facilitates the exchange of operant resources i. nonphysical; information, idea, knowledge, etc. among multiple actors outside the market, leading to the integration of operand resources i. physical, money, product, etc.
between the buyer and seller. Huang and Benyoucef differentiate social commerce from e-commerce, drawing on the three main aspects, purchase intention research paper, including goal, customer connection, and system interaction. Lastly, purchase intention research paper, social commerce adopts an interactive approach toward the commerce, purchase intention research paper it involves a network of customer-customer and customer-firm interactions.
Social commerce incorporates all layers to co-create value among multiple actors, while e-commerce only considers the inner layer individual and outer layer commerce. As an exemplar, According to the Wall Street Journal, Alibaba www. On the other hand, two types of social media commerce are presented in the literature.
The first type is inherently based upon e-commerce websites, equipped by Web 2. Just as with e- commerce, the culmination of a transaction journey may purchase intention research paper place on a different site from the site where the transaction originated please see Social Commerce Type 1 in Appendix B.
This has parallels in conventional e-commerce. The second category, which is the target of this study, is based upon Web 2, purchase intention research paper. These social commerce platforms, such as Facebook and Twitter, provide various channels of C2C and B2C connections and enable the co-creation of contents in multiple forms by both e-vendors and customers.
E-vendors are able to create and co-create their page with the help of users, upload purchase intention research paper, videos, news, and promotions on their pages and all over the social commerce platform and interact with customers in numerous ways. Trust is defined differently since it is studied in multiple literatures. Mayer et al. Trust is considered both a unidimenional or a multidimensional concept in the literature Gefen However, a better understating of trust benefits from the recognition of the dimensions.
Cognitive and affective trusts are proposed as the major purchase intention research paper of trust Aiken and BoushKim and Park More specifically, in online environment Mcknight and Chervanys propose a trust typology consisting four levels: 1 disposition to trust, which is molded by attributes toward the exchange party, stabled over time; 2 institution-based trust that establishes based on the environmental or situational purchase intention research paper, as opposed to interpersonal factors; 3 trusting belief; and 4 trusting intention.
The two latter trusts consider interactions among people and cognitive-emotional reactions as the determinant of trust. In online contexts, purchase intention research paper, trust is based on beliefs in the trustworthiness of an exchange party and the characteristics of ability, integrity, and benevolence Bhattacherjee, However, trust issues could be intensified when the product or online shopping involves a high level of risk Mutz, Kim and Park investigate the antecedents of trust and its direct effect on purchase intention and word-of-mouth intentions on social commerce platforms.
Seven social commerce characteristics are demonstrated as the key antecedents of trust: reputation, size, information quality, transaction safety, communication, economic feasibility, and word-of-mouth referrals.
Accordingly, Ming-Hsien et al. It is noteworthy that customers trust of the website can be facilitated by customer reviews and experiences posted in forums and communities. Hypothesis Development 3. SNSs as social commerce platforms bring customers into contact with e-vendors and provide the facilities for the value exchange between the parties.
In spite of this, if customers do not trust of a platform but trust in the e-vendor, they are less likely to engage in the purchasing behavior with the e-vendors through the social commerce platform and may chose other ways to transact with them. Consumers decide if they will transact with an e-vendor on the platform by evaluating its benevolence and credibility, purchase intention research paper.
In recent years, the growth of online communities has been extensive Grabner-Kräuter, purchase intention research paper, As social computing has proliferated, alternative forms of content are required as people need to readily exchange experiences and information Chen, purchase intention research paper, et al.
Ratings and reviews. Online consumer reviews are evaluations of a product, generated by peers, purchase intention research paper, on the website of a company or a third party platform Nambisan, Many retailers, such as Amazon.
com or eBay.
IMCCRT-2020-1177 Title: The Factors Affecting Online Purchase Intention Among University Students in
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Effect of Advertising Slogans on Consumer Purchase Intention in Pakistan Purpose: This paper aims to examine the effects of consumers’ perceptions concerning the ethics of online retailers on web site satisfactionand purchase intention. Design/methodology: An online survey instrument administered to a sample of Participants which was collected through Google Forms Understanding purchase intention of university students towards skin care products. Purpose The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were more developments. As a result of empirical research, available data was collected from participants. According to the structural equation model, while product and financial risk have reverse relationship with intention to purchase, other independent variables as convenience and, merchandise
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