Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA

Abstract

In the post COVID-19 era, social commerce witnessed significant growth due to increasing numbers of consumers choosing online channels as their preferred means of shopping. Consumer attitude and trust are key factors influencing customers purchase decision of buying products and services marketed through online platforms such as social commerce. A positive consumer attitude towards a brand or product can lead to greater level of perceived trust and, hence, increase the likelihood of purchasing. Further, a negative consumer attitude or low trust may deter individuals from purchasing, even if they are interested in the product. This study aims at investigating the mediating role of customers attitude and perceived trust on the relationship the relationship between social commerce and buying intention post-COVID-19 pandemic. Using a full-structured questionnaire directed to 570 e-commerce consumers, the obtained data were analyzed by hybrid approach based on PLS-SEM and fsQCA. The study results may help understand the variables that can affect consumer behavior in the post-COVID-19 era, and businesses can better modify their marketing strategies and fulfill the customers’ needs.