Abstract
Social commerce is growing rapidly in e-commerce in recent years. However, few studies have investigated the relationships between eWOM and consumer purchasing intention in social media platforms. This study attempts to fill the void in the existing literature by building a theoretical model based on the social cognitive theory in order to explain the interactions among person cognition (belief towards the eWOM in social commerce), behavior (purchasing intention), and social environment (trusted social commerce environment) in social commerce. A total of 309 questionnaires were returned and 85% are valid ones, leaving a final sample of 262 used in the data analysis. The research model was tested using the component-based partial least squares structure equation modeling approach (PLS-SEM) with the smartPLS 3.0 software. All research hypotheses are accepted. This study makes a research contribution by providing additional insights into how trusted social environment may be utilized to leverage eWOM adoption in order to influence purchasing intention.
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