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Title: Empirical study of consumer-to-consumer social commerce users with a structural equation modelling approach

Authors: Zainul Arif Hidayat Lubis; Hotniar Siringoringo; Herry Susanto

Addresses: Economic Doctoral Program, Gunadarma University, Jakarta, 16424, Indonesia ' Master Program of Industrial Engineering and Management, Gunadarma University, Jakarta, 16424, Indonesia ' Faculty of Economic, Gunadarma University, Jakarta, 16424, Indonesia

Abstract: This study aims to analyse the influence of 'performance expectancy', 'social influence', 'price value', 'perceived risk', 'trust', and 'social commerce constructs' on 'purchase intention' of social commerce users, with customer age, online shopping experience, and income as moderating variables. Data were collected from social commerce users on TikTok, WhatsApp, Facebook, Instagram, Twitter, Line, and others in the Greater Jakarta area. Respondents were selected using convenience sampling. The direct influence between variables and their moderating role were analysed using structural equation modelling techniques. The AMOS 22 application was used in this data analysis. Results indicate that performance expectancy, social influence, price value, perceived risk, and trust influence purchase intention. Social commerce constructs have been proven not to affect 'purchase intention' significantly. Customer age, online shopping experience, and income do not moderate the relationship among variables.

Keywords: income; perceived risk; SCC model; trust; UTAUT 2 model.

DOI: 10.1504/IJBEX.2026.153624

International Journal of Business Excellence, 2026 Vol.38 No.10, pp.1 - 23

Received: 11 Dec 2025
Accepted: 01 Feb 2026
Published online: 18 May 2026 *