Role of Social Commerce Constructs and Social Presence as Moderator on Consumers' Buying Intentions During COVID-19.

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ID: 275273
2022
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Abstract
Social interactions through social commerce platforms empower consumers to share their personal experiences with others, but its role becomes more significant for societal protection during COVID-19. Numerous scholars have studied e-commerce extensively, but there is a lack of studies to identify social commerce characteristics to attract potential consumers during COVID-19. This study aims to examine the role of social commerce constructs by integrating social presence as a moderator in the model to explain consumers online shopping intentions in a Pakistani context, where lack of trust on the reliability and validity of comments from other consumers being considered the growing concern toward the success of social commerce. The quantitative data were collected from the respondents living in different cities of Pakistan. Most of the hypothesis supported and demonstrate the positive response from the Pakistani consumers having experience in shopping through social commerce platforms. The findings of this study will help scholars and managers to understand the attitude of Pakistani consumers.
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rashid2022rolefrontiers Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Rashid, Rao Muhammad;Pitafi, Abdul Hameed;Qureshi, Muhammad Asif;Sharma, Anshuman;
Journal Frontiers in psychology
Year 2022
DOI
10.3389/fpsyg.2022.772028
URL
Keywords
social support trust covid-19 buying intention social commerce constructs social presence

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