Empirical study on the impact of Social Commerce website design principles on customer purchase decision

Abstract

Online purchasing is a new trend of technology and business nowadays. Social Commerce is a new online purchasing method which provides social interaction as well. The purpose of this study is to investigate the affect of principles of social commerce website design towards customer purchase decision. We conduct an empirical study to prove our research using literature review, and questionnaire based on previous study. This questionnaire is distributed to social commerce users to obtain the result based on their experience on two types of social commerce. The data was processed and analyzed with multiple regression analysis model. The result of this research shows that social commerce type affect customers' purchase decision and different type shows different factors. The first type has conversation feature as its main factor and second type has system quality as its main factor. All factors have positive impact on purchase decision except individual features.