Learning web-based s-commerce purchasing behaviour in Taiwan: an advanced social cognitive perspective

Abstract

Social commerce (s-commerce) has grown rapidly across the world and has become one of the most important issues in academic studies. This study employs social cognitive theory to provide a social interaction perspective for understanding the interactions among beliefs towards electronic word-of-mouth (eWOM) (person cognition), trusted environment (environment), and consumer purchasing intention (behaviour) in the context of s-commerce. For providing a detailed understanding of the proposed model, an online-based questionnaire was used to collect cross-sectional data from s-commerce consumers in Taiwan. Research data were examined with the component-based partial least squares structural equation modelling approach (PLS-SEM). All research hypotheses are accepted. This study makes a research contribution by providing additional insights into how trusted social environment may be utilised to leverage eWOM adoption to influence consumers' purchasing intentions. Finally, implications for research and practice are discussed.