An investigation of the drivers of social commerce and e-word-of-mouth intentions: elucidating the role of social commerce in E-business

Muhammad Awais Shakir, Zhu Jing, Mahmud Akhter Shareef, Muhammad Imran, Aneela Malik, M. Shakaib Akram

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    Abstract

    Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes.
    Original languageEnglish
    Number of pages15
    JournalElectronic Markets
    Early online date30 Apr 2019
    DOIs
    Publication statusEarly online - 30 Apr 2019

    Keywords

    • Social commerce
    • Community attributes
    • Platform attributes
    • Trust in platform
    • Trust in community
    • Social commerce intention
    • E-WOM intention

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