International Research Journal of Innovations in Engineering and Technology - IRJIET International Open Access, Monthly, Peer Reviewed, Reputed Journal ISSN (online): 2581-3048

Impact Factor (2025): 6.9

DOI Prefix: 10.47001/IRJIET

The Influence of Social Commerce Construct on Social Shopping Intention: The Mediating Effects of Customers’ Trust

Abstract

Online purchasing transactions are rather complicated due to minimal physical interaction. Uncertainty in the condition of goods received and fraud transactions, product delivered not as agreed, unconfirmed cancellation, and goods not sent. All of these things caused to consumer distrust. Nowadays online transactions are increasingly enlivened by the presence of social media which provides e-commerce functions. It is called a social commerce construct as a medium for interaction in purchasing products by consumers which are argued for being able to increase consumer trust and purchase intentions. Based on this, the study aims to investigate the influence of social commerce constructs on social shopping intention through consumer trust in social platform TikTok. The data was collected from TikTok users who had made purchases via TikTok within the past year, and tested using path analysis. The results reveals that the social commerce construct has a direct effect on consumer trust and social shopping intention, consumer trust has a direct effect on social shopping intention, and the social commerce construct has an indirect effect on social shopping intention through consumer trust. It is believed that the output of this study will enrich information for digital marketers and online sellers for their strategies.

Country : Indonesia

1 Fakhira Balqis2 Dana Santoso Saroso

  1. Graduates, Digital Business, Universitas Siber Indonesia, Jakarta, Indonesia
  2. Professor, Digital Business, Universitas Siber Indonesia, Jakarta, Indonesia

IRJIET, Volume 8, Issue 8, August 2024 pp. 1-9

doi.org/10.47001/IRJIET/2024.808001

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