Performance of factors influencing customers’ purchase intention towards online snss sellers

Abstract

Business on social commerce has become trending due to facilities provided by Social Networking Sites (SNSs). Trust and reputations are the de facto challenges that influence social commerce customers’ purchase intention, an area of research that is sparse in the literature. The objective of this study is to identify different factors that may influence customers’ purchase intention particularly in transactions with online SNSs sellers. The study collected 397 responses collected from the online survey were analyzed using PLS analysis. The study resulted that e-WoM content, the propensity to trust and reputation significantly influence consumers’ intention to purchase a product from online SNSs sellers. The results of this study are expected to advance the purchase intention literature in the context of social commerce and to offer practical guidelines for online SNSs sellers to develop their business.