The Effect of Social Commerce Capabilities on Customers' Attitude to Ward Buying by the Mediator Role of Trust (Case Study: Instagram Users)

Document Type : Research Paper

Authors

1 Assistant Prof. in Management, Hazrat- e-Masoumeh University, Qom, Iran

2 MSc. Business Management, Hazrat- e- Masoumeh University, Qom, Iran

Abstract

Social commerce has been very much considered, due to the advancement of technology, the need to high-speed communication, and transactions. The aim of his research is to explore the effects of social commerce capabilities on consumers’ attitude towards purchasing, regarding trust as the mediating variable in the relationship between these two variables. The present research is applied in terms of purpose and in terms of method, descriptive-correlation. The statistic population of this research included all Instagram users, who have done at least one; thus, using the non-random sampling (available), 165 users have been selected as the population members. The data collection tool was a questionnaire. The research data was analyzed using “SPSS” and “AMOS” softwares. The results indicated that there is a significant relationship between the capabilities of social commerce and consumers’ attitude towards purchasing directly and indirectly, having trust as the mediator. Also, each of the dimensions of the capabilities of social commerce, except the information support, has a positive, significant effect on consumers’ attitude towards purchasing. Thus, the capability of social commerce is a prominent, influential factor in the consumers’ attitude towards purchasing.

Keywords

Main Subjects


Armstrong, G. & Kotler, P. (2009). Marketing: An Introduction (9th Ed.). United States of America: Pearson
Azbari, M., Akbari,M. & Rashtabadi, F. (2016). The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty. Journal of Business Management, 7 (4), 783-804. (in Persian)
Bai, Y., Yao, Z. & Dou, Y. F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren. Com. International Journal of Information Management, 35 (5), 538-550.
Carroll, B. (2008). Social shopping: a new twist on e-commerce. Furniture Today,
32(20), 81.
Chen, J. & Shen, X. L. (2015). Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Chen, Y., Wang, Q. & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of marketing research, 48 (2), 238-254.
Chumpitaz Caceres, R. & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European journal of marketing, 41(7/8), 836-867.
Constantinides, E. (2014). Foundations of social media marketing. Social and behavioral sciences, 148 (2), 40-57.
Dehdashti, Z. & Toonkenejad, Z. (2007). customers attitude toward internet purchasing in Shahrvand chain stores. Management Studies in Development & Evolution, 51, 23-42. (in Persian)
Eastlick, M. A. & Lotz, S. (2011). Cognitive and institutional predictors of initial trust toward an online retailer. International Journal of Retail & Distribution Management, 39(4), 234-255.
Erdoğmuş, İ. E. & Tatar, Ş. B. (2015). Drivers of Social Commerce through Brand Engagement. Social and Behavioral Sciences, 207,189-195.
Farhangi, A., Abbaspour, A., Farahani, A. & Ghassemi, R. A. (2014). Analysing the effect of social media on brand attitude and purchase intention: the case of Iran Khodro company. Journal of Global Media, 9(2), 110-131. (in Persian)
Gatautis, R. & Medziausiene, A. (2014). Factors affecting social commerce acceptance in Lithuania. Social and Behavioral Sciences, 110, 1235-1242.
Ghasemi, V. (2011). Structural equation modeling using Amos Graphics in social research. Tehran: Jame Shenasan. (in Persian)
Hajli, N. & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94, 350-358.
Hajli, N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27.
Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Hassanein, K. & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
Hooman, H. (2006). Statistical inference in behavioral research. Tehran: SAMT.
(in Persian)
Huang, Z. & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Huang, Z. & Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57-72.
Huang, Z., Yoon, S. Y. & Benyoucef, M. (2012). Adding social features to e-commerce. In Proceedings of the Conference on Information Systems, (pp.1-11). New Orleans Louisiana, USA.
Ickler, H., Schülke, S. Wilfling, S. & Baumöl, U. (May, 2009). New challenges in e-commerce: how social commerce influences the customer process. In Proceedings of the 5th National Conference on Computing and Information Technology, (pp. 51-57) Bangkok, Thailand.
Jalilian, H., Ebrahimi, A. & Mahmoodian, O. (2013). The Effect of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention through Customer Based Brand Equity (CBBE) (The Case: Dell Laptop). Journal of Business Management, 4(14), 41-64. (in Persian)
Khang, H., Han, E. K. & Ki, E. J. (2014). Exploring influential social cognitive determinants of social media use. Computers in Human Behavior, 36, 48-55.
Kim, S. & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kim, Y.H. (2011). Market analysis and issues of social commerce in Korea. Korea Information Society Development Institute (KISDI), 23(11), 41–63.
Liang, T. P., Ho, Y. T., Li, Y. W. & Turban, E. (2012). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
Lin, X., Zhang, D. & Li, Y. (2016). Delineating the dimensions of social support on
social networking sites and their effects: A comparative model. Computers in Human Behavior, 58, 421-430.
Lu, B., Fan, W. & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
Martini, A., Massa, S. & Testa, S. (2014). Customer co-creation projects and social media: the case of Barilla of Italy. Business Horizons, 57(3), 425-434.
McCole, P., Ramsey, E. & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9), 1018-1024
Montazeri, M. Ebrahimi, A. Ahmadi, P. & Rahnam, A. (2014). Investigation of the factors affecting the intention to purchase on electronic commerce. Journal of Business Management, 6(2): 207-226. (in Persian)
Naderi Bani, M., Adibzadeh, M. & Dehghani, A. (2016). The Impact of innovation on electronic purchase intention by structural equation modeling. Journal of Business Management, 7(4), 941-966. (in Persian)
Nazari, M., Heidari, N. & Nasri. M. (2013). Effects of B2C Retailing Website Features on Customer Online Purchase Intention, Using Conjoint Analysis. Journal of Business Management, 4(14), 127-146. (in Persian)
Olfat, L., khosravani, F. & Jalali, R. (2011). Identification and Ranking Effective Factors on the Internet Shopping use of Fuzzy ANP. Journal of Business Management, 3(7), 19-36. (in Persian)
Parise, S. & Guinan, P.J. (2008). Marketing using Web 2.0. In R. Sprague (ed.),
Proceedings of the 41st Hawaii International Conference on System
Sciences, Waikoloa, Hawaii, HI, January 2008, Washington, DC: IEEE
Computer Society Press.
Pickett-Baker, J. & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.
Shanmugam, M., Sun, S., Amidi, A., Khani, F. & Khani, F. (2016). The applications of social commerce constructs. International Journal of Information Management, 36(3), 425-432.
Teimouri, H., Chegini, M. & Sedhi, H. (2016). Studying the Effective Factors on Formation of Customers’ E-Loyalty in E-Stores in Iran. Journal of Business Management, 8(2), 281-300. (in Persian)
Wang, C. & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(5), 1-23.
Wang, Y. & Yu, C. (2015). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 1-11
Wang, Y., Min, Q. & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. Computers in Human Behavior, 56, 34-44.
Wu, Y. C. J., Shen, J. P. & Chang, C. L. (2015). Electronic service quality of Facebook social commerce and collaborative learning. Computers in Human Behavior, 51, 1395–1402.
Xiao, B., Huang, M. & Barnes, A. J. (2015). Network closure among sellers and buyers in social commerce community. Electronic Commerce Research and Applications, 14(6), 641-653.
Yan, S. R., Zheng, X. L., Wang, Y., Song, W. W. & Zhang, W. Y. (2015). A graph-based comprehensive reputation model: Exploiting the social context of opinions to enhance trust in social commerce. Information Sciences, 318, 51-72.
Zhang, H., Lu, Y., Gupta, S. & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030.