Integrating Social Commerce Constructs into Mobile Application Service; A Structural Equation Model

Abstract

The emergence and accelerated rise of digital computing and smartphones have rendered the advent of social commerce (S-commerce). The S-commerce models such as location-based apps, and social media are founded on mobile commerce. According to many professionals and academics, social commerce has a major influence on e-commerce firms and organisations. Although social commerce provides enterprises many benefits, its implementation may entail some potential risks and complex issues, such as the integration of new and existing e-commerce application systems. To confirmed the issues, this study adopted Hajli (2015) social commerce construct (including rating and review, forum and community, recommendation and referral) and tested how it affects consumers’ purchase intention. It also proposed social support construct as moderator to obtain a new findings. In addition, to collect primary data, an online survey method was used and distributed to Shopee customers via electronic questionnaire. PLS-SEM analysis using the SmartPLS 3.0 program tool was implemented to evaluate the measurement and structural models. The result revealed that the social commerce construct (including ratings and reviews, forums and communities, and recommendations and referrals) had different effects on consumer purchase intentions through the Shopee mobile application. Furthermore, the role of social supprt as a moderator was confirmed to be significant. The discussion, implications, and suggestions for future study are discussed further.