Abstract
More and more companies are relying on social media sites to interact with their consumers for building social word-of-mouth and then enhancing consumer purchase intention. As companies continue to invest substantial resources and efforts on social media sites, understanding the influencing factors of consumer purchase behavior in order to increase their performance becomes critical. Thus, this study used the stimulus-organism-response (S-O-R) as a research framework to identify the key factors influencing consumer purchasing behavior in social commerce. Research data were collected from Facebook fan page users who had shopping experience in social commerce. Collected data was analyzed with partial least squares using SmartPLS 3.0 statistical software. Research results show that online word-of-month (S) has significant positive effects on information adoption and trust (O), which, in turn, significantly affect consumer purchasing intention (R).
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