Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/188338 
Year of Publication: 
2018
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 12 [Issue:] 1 [Publisher:] Johar Education Society, Pakistan (JESPK) [Place:] Lahore [Year:] 2018 [Pages:] 111-135
Publisher: 
Johar Education Society, Pakistan (JESPK), Lahore
Abstract: 
Social commerce is a new advancement of e-commerce that merges the commercial and social activities by deploying social technologies into e-commerce sites. Social commerce reintroduces e-commerce from the perspective of social media/ networks. This study was aimed to evaluate the individuals' intention towards social commerce in Pakistani context. The research model was examined in the light of positivist paradigm adapted questionnaire distributed among the people to yield data about the study constructs. The researchers employed PLS-SEM approach by using Smart PLS software to examine the hypothesized relationships. The findings suggest that social presence significantly influences the individuals' intention towards social commerce with the mediation of customers' experience. Furthermore, trust disposition, integrity of seller, competency of seller, and benevolence of seller positively shape the trust in marketplace. Moreover, trust in marketplace directly and significantly influences the individuals' electronic word-of-mouth and purchase intention towards social commerce. Theoretically, these findings contribute to a better understanding of the effect of social presence and trusting beliefs on individuals' electronic word-of-mouth and purchase intention towards social commerce. Finally, practical implications for nurturing thriving businesses in social commerce environment along with limitations and directions for future research have also been provided.
Subjects: 
social commerce
social network sites (SNS)
trust in marketplace
purchase intention
electronic word of mouth (eWOM)
online shopping
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

Files in This Item:
File
Size
521.29 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.