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Factors that influence purchase intentions in social commerce

Author

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  • Sohn, Jeong Woong
  • Kim, Jin Ki
Abstract
Social commerce has recently expanded to operate in real time. The business model associated with social commerce has great potential to generate big sales. In order to respond to customers’ behavior better on the social commerce, we need to understand social commerce attributes well. The purpose of this study is to explore the attributes of social commerce and explain the purchase intentions of the increasing population of users. The findings of this study are that a factor analysis reveals five attributes that can be used to classify social commerce – economy, necessity, reliability, interaction, and sales promotion. Second, as a result of carrying out a multiple regression analysis, economy, necessity, reliability, and sales promotion are shown to affect purchase intentions. The findings uncovered in this research can enable entrepreneurs in social-commerce businesses to attract far more customers by determining the reasons that drive purchases and needs. In addition, this research can aid in the development of strategies to manage social commerce more effectively.

Suggested Citation

  • Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:teinso:v:63:y:2020:i:c:s0160791x20303183
    DOI: 10.1016/j.techsoc.2020.101365
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