Abstract
As a result of the popularity and growth of social networks, consumers often rely on recommendations and suggestions from online friends to make buying decisions. Through social commerce, people are driven from inefficient individual decisions toward collaborative decision-making with higher efficiency. In this paper, we study the factors that affect customer decisions on the purchase of recommended products and services in the context of social commerce. A total of 327 individuals on three popular social networks in Iran (i.e. Facebook, Cloob, and Telegram) were surveyed. Analysis of the results using the PLS-SEM approach revealed that:(1) Social commerce constructs has a positive effect on social support and relationship quality. (2) Perceived usefulness has a positive effect on relationship quality and intention to purchase. (3) social support has a positive effect on relationship quality and (4) relationship quality has a positive effect on intention to purchase.
Highlights
Social commerce, known as social business, refers to e-commerce activities conducted through social media
Social media strategies are pivotal to attracting consumers in a platform wherein they are increasingly connected through social media
This paper employs a number of theories from several disciplines to study consumer behavior in the context of social commerce: theory of social support from social psychology; relationship quality from marketing; social media vision and social commerce constructs from information systems; and satisfaction with the choice of social medium
Summary
Known as social business, refers to e-commerce activities conducted through social media. Social commerce is created by integrating e-commerce, e-marketing, and Web 2.0/social media This integration is supported by a number of theories such as social capital, social psychology, consumer behavior, and online collaboration and has resulted in the development of many useful website and applications that create social commerce (Stephen & Toubia, 2010). These websites and applications have the potential to be used as sources of information for products and services. This paper investigates the factors that affect the adoption of social commerce
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