THE DETERMINANTS OF SOCIAL COMMERCE PURCHASE INTENTION

Abstract

Because of the rapid assimilation of social media into the conventional e-commerce setting, the 
focus has switched from traditional e-commerce to social commerce. To effectively apply social 
media methods to drive up purchases in social commerce, practitioners and academics must have 
a firm grasp of the drivers and causes accounting for the acceptability of social commerce among 
the people. With the use of the Technology Acceptance Model (TAM) and the Social Exchange 
Theory (SET), this research analysed Chinese consumers' propensity to make purchases via 
social marketplaces. Structured equation modelling (SEM) with the help of AMOS statistical 
software was used to analyse the results of a questionnaire that yielded 632 valid replies. The 
study's findings show that trusting views, such confidence in social networks, the integrity of the 
seller, and the seller's generosity, significantly influence the desire to make a transaction via 
social commerce.