ADOÇÃO DE SOCIAL COMMERCE: CAMINHOS VÁLIDOS PARA O ALCANCE DA INTENÇÃO DE COMPRA EM MÍDIAS SOCIAIS NO CONTEXTO BRASILEIRO

Abstract

This study sought to validate a theoretical proposal for the adoption of social commerce that results in the intention to buy in social media by Brazilian users. The theoretical framework explained the history, concepts and characteristics of social commerce and factors influencing or resulting from user behavior for the adoption of social commerce, evidencing the proposed research model. The survey was attended by 232 Facebook users who are looking for information on social media products and are consumers online. The data obtained were submitted to a confirmatory factorial analysis and the results indicated that the structure of the theoretical model is comprehensible and valid for the Brazilian consumers, so that the criteria of reliability and convergent and discriminant validity were achieved without the elimination of items or modification of the variables. Consequently, the strength of the studied variables and the potential of the model for the measurement of such purchase intention is evidenced. (English) [ABSTRACT FROM AUTHOR]