Influence of Online Shopping Enjoyment and Trust Towards Purchase Intention in Social Commerce Sites

Hao Suan Samuel Lee; Kok Wei Khong; Jer Lang Hong
June 2014
Australian Journal of Basic & Applied Sciences;2014 Special, Vol. 8 Issue 8, p62
Academic Journal
Purpose: The role of social media in e-commerce has been evolving. It is a platform for sellers to interact, engage customers and even to sell their products and services. The convergence of social media and e-commerce has led B2B and C2C businesses to rethink their business models. Currently, there is limited understanding on how trust and shopping enjoyment affect online purchase intention. When purchasing online, customers do not get to see or visit a physical store, nor the tangible goods. There are also thousands of sellers offering similar products or services. The key purpose of this paper, is thus to produce a conceptual framework that can improve online purchase intention. Literature/Findings: Social commerce uses Web 2.0 infrastructure to support online user interactions. Consolidating from various literatures, this paper found that shopping enjoyment and trust can be vital in influencing online purchase behaviour. Shopping enjoyment includes quality and accessibility of websites, value of products and services offered, most importantly, the integration of consumer feedback, review and rating system. Online trust, on the other hand can be determined by the trustworthiness of seller. High level determinants like integrity, concern, aligned values and communication predicts trustworthiness and trust; while low level determinants like consistency and competence predicts trustworthiness. Practical implications: The motivators for consumers to shop online are different from brick-and-mortar stores. Unlike e-commerce, consumers play an important role via their online interactions. These interactions then influence how trust is generated and subsequently lead to purchase intention. Therefore, an online business model, which can garner higher level of trust and shopping enjoyment, is proposed to leverage online businesses using the influence of social media. Originality/value: This paper identified a literature gap, particularly in online trust and shopping enjoyment. The proposed model is valuable for future research whereby customer engagement and viral marketing can be enhanced to maximize the influence of social media.


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