Authors: Satinder Kumar; Kamaljeet Kaur
Addresses: School of Management Studies, Punjabi University, Patiala, India ' School of Management Studies, Punjabi University, Patiala, India
Abstract: Social networks on the internet by the advancement of Web 2.0 technologies develop new ideas for companies. This is mostly because of the development of social networking sites, which has also developed e-commerce. The current growth in e-commerce opened a new stream, entitled social commerce, which is using social technologies to form an environment for creating social dealings. These social relations can drive online social support in e-commerce, which in turn is building trust and an increased intention to use social commerce. This research-based on literature from marketing and information systems (IS) the author proposes a new model to develop our understanding of social commerce using a PLS-SEM methodology to test the model. Results show that Web 2.0 applications are attracting individuals to have interactions as well as generate content on the internet. Consumers use social commerce constructs for these activities, which in turn increase the level of trust and intention to buy.
Keywords: social commerce; social commerce construct; trust; purchase intention; PLSSEM.
International Journal of Business and Globalisation, 2020 Vol.26 No.4, pp.345 - 359
Received: 09 Apr 2019
Accepted: 11 Aug 2019
Published online: 19 Nov 2020 *