Abstract
Social interactions through social commerce platforms empower consumers to share their personal experiences with others, but its role becomes more significant for societal protection during COVID-19. Numerous scholars have studied e-commerce extensively, but there is a lack of studies to identify social commerce characteristics to attract potential consumers during COVID-19. This study aims to examine the role of social commerce constructs by integrating social presence as a moderator in the model to explain consumers online shopping intentions in a Pakistani context, where lack of trust on the reliability and validity of comments from other consumers being considered the growing concern toward the success of social commerce. The quantitative data were collected from the respondents living in different cities of Pakistan. Most of the hypothesis supported and demonstrate the positive response from the Pakistani consumers having experience in shopping through social commerce platforms. The findings of this study will help scholars and managers to understand the attitude of Pakistani consumers.
Highlights
Web 2.0 technologies enable social commerce to expand rapidly (Hajli et al, 2017; Mikalef et al, 2017)
The study aims to discover whether or not social commerce constructs and social presence effectively moderate consumer’s buying intentions in the social commerce environment; this study considers that the social interaction between consumers on social platforms may influence their buying decisions during pandemic COVID-19
Convergent validity was measured by examining the values of composite reliability (CR), average variance extracted (AVE), and factor loadings, where convergent validity measures the extent to which a construct is linked with other constructs in the suggested study model
Summary
Web 2.0 technologies enable social commerce to expand rapidly (Hajli et al, 2017; Mikalef et al, 2017). Social commerce can bring sociability to consumers through social environments, especially during pandemic (COVID-19) outbreaks, for example, websites for social interaction. Social commerce platforms provide different features such as ratings, reviews, tags, recommendations, referrals to buy online, and user profiles to share their experiences (Kim and Park, 2013), which provides more social support and develops a trustworthy environment for business through social commerce platforms (Shadkam and O’Hara, 2013), which can considerably impact the situation during pandemic (COVID-19) outbreak. Several consumers prefer to share their own experiences through social commerce platforms because users are indirect acquaintances or friends. This information sharing looks more accurate and real than sellers (Bai et al, 2015). With the help of this knowledge, managers can provide services or marketing activities to improve the level of social support and trust, especially during COVID-19
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
