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The present study intends to measure buying intention of Generation Z (Gen Z) on social networking sites (SNSs) incorporating perceived risk with the social commerce adoption model (SCAM).

Data were collected via an online questionnaire, and the study used a total of 349 accurate and useable responses. The population of the study includes Indian young consumers coming from the Gen Z cohort. Data were analyzed using SPSS 20 and AMOS 22.0. The proposed hypotheses were statistically tested.

The empirical results show that perceived risk is a significant and strong predictor of perceived usefulness that, in turn, negatively influences buying intention. Among all the constructs of SCAM, perceived usefulness is the most influential and strongest predictor of buying intention. The proposed model explained approximately 34% of the variance in the behavioral intention.

Based on the findings of this study, many theoretical and practical implications may be inferred that can be used to make recommendations to social commerce companies and help them understand the buying intention of Gen Z.

There are many studies that have examined buying intention and a few have measured it on Gen Z. The present study is novel in itself as it has measured the buying intention of Gen Z using the SCAM in the Indian context. Hence, the present research attempts to comprehend the variables influencing buying intention and analyses the relationship between these factors in the social media setting.

Social commerce (s-commerce) offers community-based platforms that facilitate customer-to-customer interactions and the development of customers' social shopping-based experience. While prior research has addressed the role of customer engagement (CE) in boosting s-commerce-based sales and performance, insight into the effect of s-commerce attributes on CE remains tenuous. Addressing this gap, this study examines the role of specific s-commerce attributes (i.e. community, collaboration, interactivity and social dynamics) on CE, which is, in turn, proposed to impact customers' repurchase- and electronic word of mouth (eWOM) intention.

A web-based survey was deployed to target users of a popular s-commerce platform, Etsy.com. Partial least squares structural equation modeling (PLS-SEM) was, then, used to analyze the survey data collected from 390 users.

The results reveal that the four examined attributes positively affect CE. The findings also demonstrate CE's positive effect on customers' repurchase- and eWOM intention.

Though CE has been identified as a key s-commerce performance indicator, little remains known about the role of specific s-commerce attributes in driving CE, as, therefore, explored in this research. Specifically, the authors examine the role of s-commerce-based community, collaboration, interactivity and social dynamics on CE. Their analyses also corroborate that CE, in turn, drives customers' post-purchase (i.e. repurchase/eWOM) intention. Managerially, our findings can be used to develop more engaging s-commerce platforms.

The recent proliferation of social media platforms has witnessed a growth in social commerce by using social media to facilitate interactivity between customers and vendors. While emergent studies on social commerce are growing, their focus tends to be on millennials and cross-age groups. Given the growth of digital natives in shaping the online shopping experience of the future, we deemed an application to Generation Z necessary and overdue.

We draw on the existing literature and develop a framework to understand social commerce dynamics for digital natives. We employ PLS and CB-SEM to test our proposed model.

Our findings demonstrate the importance of social commerce information sharing activities in facilitating social support, a sense of warmth and belongingness, and online trust for Generation Z platform users. We also investigate the roles of online trust and perceived risk on intention to purchase and find support for both relationships. Finally, we discuss the findings in terms of theoretical and managerial contributions and conclude the study with limitations and future research directions.

This research is unique by using social commerce theory to explore Gen Z platform users. The finding will contribute to information system literature by expanding the social commerce research stream.

This paper aims to explain how Web 2.0, social connectedness online, has created incredible new business options. This research’s primary goal is to help businesses use these resources more effectively and perform better.

Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

Theories encompassing social support and related approaches to “word of mouth” online, electronic purchasing and virtual communities mediated by technological platforms are the foundational frameworks for this research piece. It then produces a statistical model that enables users to predict how social commerce (s-commerce) building blocks, including forums, communities, ratings and reviews and recommendations, assist businesses in introducing innovative strategies to win in the digital markets. The results necessarily focus on trust, an essential component of e-commerce. Reciprocally, the study reverses engineer’s trust through the constructs of this moment mentioned.

The present study describes the scope of empirical testing and validation of this framework and assists practitioners in further strengthening s-commerce strategy, an emerging and essential platform in the e-commerce industry.

Research highlights the dearth of current analysis in such conceptual domains while generating novel research insights aimed at e-commerce and digital business. From the viewpoint of potential and recurring customers who interact with online communities and product offerings, the study captures the essence of human interactions, often known as trade relationships, online.

Corporate social responsibility (CSR) activities of companies have been reported to generate favorable consumer attitudes towards the business, which in turn, encourages positive consumer behavior. But the application of this conclusion in the mobile commerce domain remains limited. Drawing on social exchange theory, the authors examined the mediating role of trusting beliefs and satisfaction in the relationship between CSR and purchase intention in mobile commerce.

Using nonprobability convenience sampling, the authors administered a cross-sectional survey with 314 students from Keimyung University in Korea. Initially, SPSS-Amos was utilized to run confirmatory factor analysis. The proposed hypotheses were tested using structural equation modeling.

This study showed that two components of trusting beliefs, namely benevolence and competence, had a positive effect on the association between CSR and the purchase intention on mobile shopping applications. This relationship was partially mediated by trusting beliefs. Further findings demonstrated that the impact of CSR on purchase intention was also partially mediated by satisfaction.

The authors' contribution includes extending the social exchange theory to the mobile commerce setting by establishing mechanisms that explain the ways CSR influences purchase intention in the mobile commerce framework. The authors integrated trusting beliefs and satisfaction in the CRS chain link with purchase intention. Additionally, the authors examined the individual effects of three trusting beliefs components. Based on the results, the authors proposed suggestions for the mobile shopping application business on the methods they can implement to boost the outcomes of their CSR activities.

:過去的研究結果、均顯示公司的企業社會責任行為會產生對公司良好的消費者態度,而這消費者態度,則進而促進積極的消費行為; 唯這結論的應用、在移動商務的領域內仍是有限的。我們利用社會交換理論、探討了信任的信念和滿意在移動商務裡的企業社會責任與購買意圖之間的關係上的中介角色。

:透過使用非機率便利抽樣的研究法,我們對來自南韓啟明大學314名學生進行了一個橫向調查研究。最初,我們使用結構方程模型 (SPSS-AMOS) 來進行驗證性因素分析。又用結構方程模型 (SEM) 來為提出的假設進行測試。

:研究結果顯示,信任的信念的兩個組成部分,即仁愛和能力,均於移動購物應用上對企業社會責任與購買意圖之間的關聯有積極正面的影響。這關聯部分上為信任的信念所調節。研究結果更表明了企業社會責任對購買意圖的影響、亦是部分上為滿意所調節的。

:本研究的貢獻、包括藉著建立一個可解釋企業社會責任、如何在移動商務的框架裡影響購買意圖的機制,去把社會交換理論擴展至移動商務的環境。我們在企業社會責任與購買意圖一連串的關聯裡、融入了信任的信念和滿意。而且,我們探討了三個信任的信念的組成部分各自所帶來的影響。我們根據研究的結果,為移動購物應用之商業機構,建議有效的方法,去增強其企業社會責任行為的效果。

Social commerce (SC) is a new genre in electronic commerce (e-commerce) that has great potential. This study proposes a new research framework to address deficiencies in existing social commerce research frameworks (e.g. the information model).

In the era of Industrial Revolution 4.0 technologies and new social commerce (s-commerce) models, the authors believe that there is an immediate need for a new research framework. The authors analysed the progress of the s-commerce paradigm between 2003 and 2023 by applying longitudinal science mapping. The authors then developed a research framework based on the themes in the strategic diagrams and evolution map.

From 2003 to 2010, studies on s-commerce mainly focused on social networking sites, virtual communities, social shopping and analytic approaches. From 2011 to 2015, it shifted to s-commerce, consumer behaviour, Web 2.0, artificial intelligence, social technologies, online shopping, user studies, data gathering methods, applications, service-based social commerce constructs, e-commerce and cognitive factors. Social commerce remained the primary research paradigm from 2017 to 2023.

The SC framework may be analogous to popular research frameworks such as technology-organisation-environment (T-O-E) and stimulus-organism-response (S-O-R). Based on this SC framework, researchers may gain a better understanding by determining the factors of the social, commercial, technological and behavioural dimensions.

The authors redefined s-commerce and developed an SC framework. Practical guidelines for the SC framework and an exemplary research model are presented. Overall, this study offers a new research agenda for the extant understanding of s-commerce, with the SC framework as the next frontier of the theoretical advancements and applications of s-commerce.

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

Cultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different interpersonal relationship factors lead to repurchase intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined.

A self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used to test the research hypotheses.

The results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment. In addition, all interpersonal relationship factors (swift guanxi, calculative commitment, and affective commitment) significantly affect repurchase intentions, with only affective commitment being linked to WOM intention. Also, the moderating role of gender was confirmed in expertise – swift guanxi, attractiveness – swift guanxi, cognitive commitment – repurchase intention and affective commitment – repurchase intention linkages.

This paper contributes to the live streaming commerce literature by integrating swift guanxi, calculative commitment, and affective commitment to understand the repurchase intention and WOM intention from the relationship-building process perspective. In addition, this paper enriches the source credibility and source attractiveness models by identifying gender boundaries on the effectiveness of these models in predicting swift guanxi.

Social recommendation has been recognized as a kind of e-commerce with large potential, but how social recommendations influence consumer decisions is still unclear. This paper aims to investigate how recommendations from different social ties influence consumers’ purchase intentions through both behavior and brain activity.

Utilizing behavioral (N = 70) and electroencephalogram (EEG) (N = 49) experiments, this study explored participants’ behavior and brain responses after being recommended by different social ties. The data were analyzed using statistical inference and event-related potential (ERP) analysis.

Behavioral results show that social tie strength positively impacts purchase intention, which can be fitted by a logarithmic model. Moreover, recommender-to-customer similarity and product affect mediate the effect of tie strength on purchase intention serially. EEG findings show that recommendations from weak tie strength elicit larger N100, N200 and P300 amplitudes than those from strong tie strength. These results imply that weak tie strength may motivate individuals to recruit more mental resources in social recommendation, including unconscious processing of consumer attention and conscious processing of cognitive conflict and negative emotion.

This study considers the effects of continuous social ties on purchase intention and models them mathematically, exploring the intrinsic mechanisms by which strong and weak ties influence purchase intentions through recommender-to-customer similarity and product affect, contributing to the applications of the stimulus-organism-response (SOR) model in the field of social recommendation. Furthermore, our study adopting EEG techniques bridges the gap of relying solely on self-report by providing an avenue to obtain relatively objective findings about the consumers’ early-occurred (unconscious) attentional responses and late-occurred (conscious) cognitive and emotional responses in purchase decisions.

Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.

Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.

Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.

This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.