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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