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Empirical study of consumer-to-consumer social commerce users with a structural equation modelling approach

Author

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  • Zainul Arif Hidayat Lubis
  • Hotniar Siringoringo
  • Herry Susanto

Abstract

This study aims to analyse the influence of 'performance expectancy', 'social influence', 'price value', 'perceived risk', 'trust', and 'social commerce constructs' on 'purchase intention' of social commerce users, with customer age, online shopping experience, and income as moderating variables. Data were collected from social commerce users on TikTok, WhatsApp, Facebook, Instagram, Twitter, Line, and others in the Greater Jakarta area. Respondents were selected using convenience sampling. The direct influence between variables and their moderating role were analysed using structural equation modelling techniques. The AMOS 22 application was used in this data analysis. Results indicate that performance expectancy, social influence, price value, perceived risk, and trust influence purchase intention. Social commerce constructs have been proven not to affect 'purchase intention' significantly. Customer age, online shopping experience, and income do not moderate the relationship among variables.

Suggested Citation

  • Zainul Arif Hidayat Lubis & Hotniar Siringoringo & Herry Susanto, 2026. "Empirical study of consumer-to-consumer social commerce users with a structural equation modelling approach," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 38(10), pages 1-23.
    • Handle: RePEc:ids:ijbexc:v:38:y:2026:i:10:p:1-23
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