IMPACT OF SOCIAL COMMERCE WEBSITE FACTORS INFLUENCING USER INTENTION

Abstract

The daily lives and routines of consumers as well as companies have been improved and changed by social media. Initiation of social media commerce practices has changed the consumers' shopping behavior. This study aims to identify the factors that leverages the impact of user intention towards social commerce websites in Pakistani Context. On the basis of extensive literature review conceptual model has been developed. This Study identifies six major factors which affects individual's aim towards shopping behavior. One as Social Factor which constructs are Informational Support and Community Commitment, second as trust towards community and members and third is website quality construct as ease of navigation and service quality. Empirical model has been used in this study and out of six three factors plays a very significant role towards social commerce intention. Amongst all of them Informational support identified as the most important factor whose impact on person's intent towards social commerce website is found to be very effective. After Informational Support, Trust and Service Quality suggests significant role towards Social Commerce Intention of Pakistani audience