The Influence of Social Commerce on Consumer Decisions
- 10.2991/itmr.7.1.5How to use a DOI?
- Consumer Decision-Making Stages, Online Social Networks, Social Commerce, Social Commerce Constructs, Social Support
Today, comprehending consumer behavior is becoming dynamically challenging with the emergence of social commerce. Business organizations are now striving to convince consumers by exploiting the advantage of social support empowered by online social networks. Importantly, social ties in such online social networks facilitate trust as the most compelling benefit while alleviating the perceived risk, which happened to be the major concerns with electronic commerce over the years. This research study is aimed at understanding the impact of social commerce on the consumer behavior, particularly consumer decision-making stages. Hence, this research was conducted as a quantitative study involving a cross-sectional survey and gathered valid responses from Facebook users. Structural Equation Modeling (SEM) was used to analyze data and test hypotheses. The findings exhibited significant positive effects from social commerce on all the consumer decision-making stages namely; need recognition, information search, alternative evaluation, purchase decision and post-purchase decision. Therefore, this study highlights the importance of employing an appropriate social commerce strategy for business organizations.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - JOUR AU - H.A.H. Hettiarachchi AU - C.N. Wickramasinghe AU - S. Ranathunga PY - 2018 DA - 2018/03/31 TI - The Influence of Social Commerce on Consumer Decisions JO - The International Technology Management Review SP - 47 EP - 58 VL - 7 IS - 1 SN - 1835-5269 UR - https://doi.org/10.2991/itmr.7.1.5 DO - 10.2991/itmr.7.1.5 ID - Hettiarachchi2018 ER -