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Designing social commerce platforms based on consumers’ intentions

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  • Patrick Mikalef
  • Michail N. Giannakos
  • Ilias O. Pappas

Abstract

Social commerce has been gaining momentum over the last few years as a novel form of e-commerce, creating substantial changes for both businesses and consumers. However, little is known about how consumer behaviour is influenced by characteristics on social commerce platforms. The purpose of this research is to elucidate how user intentions to purchase and to spread word-of-mouth (WOM) are influenced by characteristics present on social commerce platforms. More specifically, we adopt a uses-and-gratifications perspective and examine the influence of socialising, personal recommendation agents, product selection, and information availability. Partial least squares structural equation modelling analysis is performed on a sample of 165 social commerce users. Outcomes of the analysis indicate that socialising and personal recommendation agents positively influence purchase and WOM intentions, while product selection is found to only enhance purchase intentions. Interestingly, our findings reveal that information availability has no significant effect on purchase and WOM intentions. Finally, we find that when purchase intentions are triggered, they will tend increase consumers’ intentions to WOM.

Suggested Citation

  • Patrick Mikalef & Michail N. Giannakos & Ilias O. Pappas, 2017. "Designing social commerce platforms based on consumers’ intentions," Behaviour and Information Technology, Taylor & Francis Journals, vol. 36(12), pages 1308-1327, December.
    • Handle: RePEc:taf:tbitxx:v:36:y:2017:i:12:p:1308-1327
    DOI: 10.1080/0144929X.2017.1386713
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    Cited by:

    1. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    2. Söderström, Charlotte & Mikalef, Patrick & Dypvik Landmark, Andreas & Gupta, Shivam, 2024. "Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation," Journal of Business Research, Elsevier, vol. 182(C).
    3. Hossain, Md Alamgir & Hossain, Md Shakhawat & Chowdhury, Md Sohel & Shuvro, Razuan Ahmed, 2024. "The power of livestreaming: Will it become an alternative strategy for startups?," Technology in Society, Elsevier, vol. 78(C).
    4. Malik Ishtiaq Ahmed & Raza Muhammad Ali & Hadi Noor Ul & Khan Mahwish J. & Hameed Farhina, 2023. "Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges," Management & Marketing, Sciendo, vol. 18(s1), pages 474-495, December.
    5. 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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