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Modelling Social Commerce Buying Behaviour: An Adaption Of The Sequential Consumer Decision Making Model

Author

Listed:
  • Forbes MAKUDZA

    (Manicaland State University of Applied Sciences, Zimbabwe)

  • Maxwell SANDADA

    (University of Zimbabwe, Zimbabwe)

  • David D. MADZIKANDA

    (University of Zimbabwe, Zimbabwe)

Abstract

The study sought to examine the purchasing behaviour of consumers on social commerce platforms. The classical sequential consumer decision making process was queried for its one-way orientation and a backward-forward approach to social commerce buying was introduced and tested. Data was collected using a survey approach from social commerce consumers in the hotel industry. A structured questionnaire was used to collect 411 validated responses which were analysed using AMOS structural equation modelling (SEM) application. The model of social commerce buying behaviour was confirmed and the study concluded that social commerce’s need construct, search construct and evaluation construct were significant in determining social commerce purchasing intention and actual social commerce buying behaviour. Consequently, the study concluded and validated the role of social commerce on post purchase buying behaviour and found out that social commerce post purchase behaviour acts as input for future social commerce purchase situations. The study therefore recommends the adoption of the tested model to enhance its robustness in predicting social commerce consumer purchasing behaviour.

Suggested Citation

  • Forbes MAKUDZA & Maxwell SANDADA & David D. MADZIKANDA, 2022. "Modelling Social Commerce Buying Behaviour: An Adaption Of The Sequential Consumer Decision Making Model," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(1), pages 17-29, March.
    • Handle: RePEc:rom:mrpase:v:14:y:2022:i:1:p:17-29
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    References listed on IDEAS

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    1. Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
    2. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    3. 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.
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