The impact of social commerce on online purchase intention: The mediation role of trust in social network sites

Abdalrazzaq Aloqool,Mohammad A.K Alsmairat

doi:10.5267/j.ijdns.2021.12.003

Abdalrazzaq Aloqool, Mohammad A.K Alsmairat

Open Access

https://doi.org/10.5267/j.ijdns.2021.12.003

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Abstract

This research aimed to investigate the impact of social commerce on online purchase intention. The mediation role of trust in social network sites between social commerce and online purchase intention was explored. Dataset obtained from 467 Jordanian users of social network sites. PLS-SEM was conducted for analysis purposes. The findings reveal that social commerce and trust in social network sites directly affect online purchase intention. The findings have additionally shown that trust in social network sites has a mediating role between social commerce and online purchase intention. The main recommendation to companies is to derive significant benefits from social commerce and consider them to maximize the potential level of online purchases. Suggestions for further studies are mentioned at the end of the study.

Highlights

Social media has become the new era of communication around the world
The findings have shown that trust in social network sites has a mediating role between social commerce and online purchase intention
This study considers the effect of Social Commerce Construct (SCC) on trust in Social network sites (SNS) and online purchase intention

Summary

Introduction

Recent statistics show that 3.81 billion individuals in the world are active social media users (Statista, 2020). SNS such as Facebook, Instagram, and YouTube have interactive features by employing Web 2.0 which allows for two-way communications between all users (Kietzmann et al, 2011; Berger et al, 2014; Hellemans et al, 2020; Al-Gasawneh et al, 2020). Businesses and people recently started to use SNS in commerce activities such as marketing, buying and selling (Zhou & Zimmermann, 2013; Nusairat et al, 2021). These activities are called Social Commerce (SC) which pinpoints to business and people interactive involvement in commerce and creating content on SNS (Shin, 2013; Hajli, 2014; Chae et al, 2015; Lin et al, 2017). Fisher (2010) considered the components that shape SC are rates and reviews, recommendation and referrals, forums and community social advertising and social shopping, but Hajli (2015) theorize only the first three; rates and reviews, recommendation and referrals, forums, and community, and called them Social Commerce Construct (SCC)

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