Title: Social commerce constructs and consumers' purchase intention from minimalist brands

Authors: Hadi Zarea; Zhan Su; Hooman Abdollahi

Addresses: Faculty of Administrative Sciences, Laval University, Quebec, Canada ' Faculty of Administrative Sciences, Laval University, Quebec, Canada ' School of Business and Economics, The Arctic University of Norway (UiT), Tromsø, Norway

Abstract: The social media and online communities have established new platforms for e-commerce by engaging both consumers and corporations in producing new product or services. Moreover, individuals' interaction on the cyberspace has evolved e-commerce towards social commerce. On the other hand, business incorporations have found the use of minimalism application in designing, which removes unnecessary aspects, attracts more audience. Therefore, drawing on literature the authors propound a new adopted model to portray a more transparent vision of social commerce. To examine the relationships among the model constructs, an empirical study was organised for this purpose; a survey was designed. In doing so, structural equation modelling (SEM) methodology has been used with Smart PLS 3 software in order to confirm or reject assumptions in the present study and is employed to gauge the proposed model.

Keywords: social commerce construct; trust; purchase intention; minimalist brand; brand loyalty.

DOI: 10.1504/IJISE.2022.123574

International Journal of Industrial and Systems Engineering, 2022 Vol.41 No.2, pp.221 - 236

Received: 15 Jul 2020
Accepted: 02 Aug 2020
Published online: 28 Jun 2022 *

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