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Navigating the Social Shift: A Preliminary Study of Consumer Behavior on Malaysia's Social Commerce Platforms

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  • Juliana Norizan
  • Mohd Fikri Ishak
  • Syukrina Alini Mat Ali

Abstract

The proliferation of online businesses coupled with the advancement of information and communication technologies (ICT) has led to the emergence of social commerce. The integration of social media platforms into e-commerce offers businesses a convenient avenue for engaging with consumers and a novel method for capturing additional sales volume. This seamless integration of social media platforms into current e-commerce practices has significantly increased its success. Research on the factors that affect purchase intentions in social commerce is still sparse, especially in the context of Malaysian consumers. In general, the causal model of purchase intentions on social commerce in this study aims to investigate the impact of the constructs of visibility and metavoicing on purchase intentions among Malaysian millennial consumers. Henceforth, this initial study specifically aims to evaluate the reliability and validity of the IT affordance constructs of visibility and metavoicing through rigorous assessments. At the items-construct level, the internal consistency assessment was conducted using McDonald’s Omega, which is known for its robustness in measuring the reliability of multi-item constructs. At the construct level, discriminant validity and the strength of linear relationships among variables were assessed using Pearson correlation analysis. The pilot dataset gathered was analyzed with SPSS 29, and the results have validated that the predictive model achieved high levels of reliability and validity at both the item and construct levels. Furthermore, the analysis revealed that the independent variables, metavoicing and visibility, have a significant association with purchase intentions, underscoring their importance in understanding consumer behavior.

Suggested Citation

  • Juliana Norizan & Mohd Fikri Ishak & Syukrina Alini Mat Ali, 2024. "Navigating the Social Shift: A Preliminary Study of Consumer Behavior on Malaysia's Social Commerce Platforms," Information Management and Business Review, AMH International, vol. 16(3), pages 690-698.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:690-698
    DOI: 10.22610/imbr.v16i3S(I)a.4161
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    References listed on IDEAS

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    1. Dong, Xueyan & Wang, Tienan, 2018. "Social tie formation in Chinese online social commerce: The role of IT affordances," International Journal of Information Management, Elsevier, vol. 42(C), pages 49-64.
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    3. Earth Chandrruangphen & Nuttapol Assarut & Sukree Sinthupinyo, 2022. "The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2034238-203, December.
    4. Zhou, Ying & Huang, Wenmin, 2023. "The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 332-342.
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