The Effect of Social Interaction and Social Support on E-Commerce Purchase Intention: UGT and TAM Theory Perspective

Abstract

Purpose: This study was to analyze the essence of combining the TAM and UGT theory in shaping consumer purchase intentions in e-commerce. This was accomplished by developing an empirical research model based on direct and moderating relationships on purchase intention. Theorethical Framework: This study involves 7 hypotheses that are described comprehensively in section 2. The independent variables are Benefits Perceived (BP), Ease of Use Perceived (EoUP), Risk Perceived (RP), Moderating Variables are Social Support & Social Interaction (SI), and the Dependent variable is Purchase Intention (PI). Method: Furthermore, the total sample in this study involved 938 respondents, data were collected using online surveys, and the method of analysis used was PLS. Results and Conclusion: The results show a close positive association between UGT and TAM theory on the consumers’ buying intentions. In addition, the findings indicate the propensity for Social Interaction & Support; thus, empirically built hypotheses specified that most TAM variables had a positive and significant effect on puberty purchase intention. Therefore, asides from where Risk Perceived confers a little influence through direct effect relationships, a positive and significant impact on purchase intention is perceived if social interaction & social support variables moderate the risk. Originality/Value: This study in testing the relationship between variables is based on two theoretical approaches: UGT and TAM. Besides, measuring variables by moderation uses social support and interaction variables.