Abstract:
Objectives: The aim of existing research study is to explore the influence of social commerce on consumer buying behavior in apparel industry of Pakistan. Three factors of the social commerce i.e. social support, information support and social commerce constructs were tested in the proposed conceptual model. Background: Social commerce is considered as a new point of sale and it has the eminence of pervasiveness, which suggests that consumers use devices such as smart phones etc. to carry out social commerce activities through social media networks, specifically Instagram without any temporal or spatial limitations. Methodology: The study used explanatory research design and deductive research approach. Data was collected from 260 Instagram users in Pakistan and analysis of data was conducted by using SPSS. Results/Outcomes: Results of the study revealed that social commerce and its factors through Instagram as a social media platform have significantly and positively influenced consumer buying behavior.Social support measured though factors such as encouragement, comfort provided by others, showing interest and concern in well-being, when a consumer confronts difficulties and problems on Instagram while searching for an apparel product is found to influence consumer buying behavior. Information support measured through factors such as suggestions and knowledge provided by friends, family, colleagues and other Instagram users related to pre-purchase decision of apparel products showed positive impact on consumer buying behavior. And social commerce construct measured through apparel brand pages and communities’ recommendations, ratings, reviews, and referrals have shown positive influence on consumer buying behavior as well.
