S-Commerce: An Empirical Analysis to Study the Consumers Buying Behavior
Keywords:
E-Commerce, Web 2.0, Social Commerce, Trust, Intention to buyAbstract
Social commerce is a new development in e-commerce generated by the use of social media to empower customers to interact on the internet. The recent advancements in ICTs and the emergence of web 2.0 technologies along with the popularity of social media and social networking sites have seen the development of new social platforms. The social platforms facilitate social commerce users may get the assistance from different components which effects the purchase intention. Hence, it is important to study the factors that influence customers purchase intention. For this purpose, the factor analysis technique has been applied to identify the factors and scale reliability was done. The factor analysis of the thirty-six variables; this analysis extracted six factors. Study found the six investigated factors: ratings and reviews, recommendations and referrals, trust, technological features, intention to buy, and forums and communities have effects on purchase intention.
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