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An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business

Author

Listed:
  • M. Awais Shakir Goraya

    (Southwestern University of Finance and Economics)

  • Zhu Jing

    (Southwestern University of Finance and Economics)

  • Mahmud Akhter Shareef

    (North South University)

  • Muhammad Imran

    (King Saud University)

  • Aneela Malik

    (Al Yamamah University)

  • M. Shakaib Akram

    (King Saud University)

Abstract

Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes.

Suggested Citation

  • M. Awais Shakir Goraya & Zhu Jing & Mahmud Akhter Shareef & Muhammad Imran & Aneela Malik & M. Shakaib Akram, 2021. "An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 181-195, March.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:1:d:10.1007_s12525-019-00347-w
    DOI: 10.1007/s12525-019-00347-w
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    References listed on IDEAS

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    2. Yahia, Imene Ben & Al-Neama, Nasser & Kerbache, Laoucine, 2018. "Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 11-19.
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    4. Jing Zhu & Muhammad Awais Shakir Goraya & Yu Cai, 2018. "Retailer–Consumer Sustainable Business Environment: How Consumers’ Perceived Benefits Are Translated by the Addition of New Retail Channels," Sustainability, MDPI, vol. 10(9), pages 1-22, August.
    5. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    6. Hajli, M. Nick, 2014. "The role of social support on relationship quality and social commerce," Technological Forecasting and Social Change, Elsevier, vol. 87(C), pages 17-27.
    7. Katherine J. Stewart, 2003. "Trust Transfer on the World Wide Web," Organization Science, INFORMS, vol. 14(1), pages 5-17, February.
    8. Ananda Das Gupta, 2014. "Social Impact Management," India Studies in Business and Economics, in: Business Ethics, edition 127, chapter 0, pages 189-195, Springer.
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    Cited by:

    1. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    2. Zecheng Yin & Yu Yang, 2023. "An Evaluation of the Financial Impact on Business Performance of the Adoption of E-Business via Blockchain Technology," International Journal of Data Warehousing and Mining (IJDWM), IGI Global, vol. 19(6), pages 1-18, April.
    3. Muhammad Umair Wattoo & Syed Muhammad Javed Iqbal, 2022. "Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Benedikt M. Brand & Cristopher Siegfried Kopplin & Theresa Maria Rausch, 2022. "Cultural differences in processing online customer reviews: holistic versus analytic thinkers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1039-1060, September.
    5. Rainer Alt, 2021. "Electronic Markets on the next convergence," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 1-9, March.
    6. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.

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    More about this item

    Keywords

    Social commerce; Community attributes; Platform attributes; Trust in platform; Trust in community; Social commerce intention; E-WOM intention;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods

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