The Driving Forces of Facebook Social Commerce

Abstract:Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to des...

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Autores principales:	Al-Adwan,Ahmad Samed, Kokash,Husam
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Social commerce Social media Trust Information seeking Social presence Familiarity Social networking sites (SNSs) Social commerce platforms Facebook
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200103
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spelling	oai:scielo:S0718-187620190002001032019-12-17The Driving Forces of Facebook Social CommerceAl-Adwan,Ahmad SamedKokash,Husam Social commerce Social media Trust Information seeking Social presence Familiarity Social networking sites (SNSs) Social commerce platforms Facebook Abstract:Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to describe this relationship. Thus, a proposed model is developed based on three concepts: social presence, social commerce information seeking and familiarity with the platform. The model explains the mechanisms through which social commerce information seeking, familiarity, social presence and trust influence customers' intentions to purchase from social commerce platforms. For the purpose of this study, a survey is designed and distributed to Facebook users. The findings demonstrate that trust in a social networking site has positive influence on purchase intentions. Moreover, trust encourages information seeking, which in turn improves purchase intentions. Furthermore, both social presence and familiarity are found to enhance trust and purchase intentions. According to the findings, several managerial and theoretical implications are highlighted. Particularly, as the first study to investigate the adoption of social commerce among Jordanian customers, this study offers valuable insights and implications for Jordanian firms’ managers and marketers who are targeting direct sales on social networking platforms.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.2 20192019-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200103en10.4067/S0718-18762019000200103
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Social commerce Social media Trust Information seeking Social presence Familiarity Social networking sites (SNSs) Social commerce platforms Facebook
spellingShingle	Social commerce Social media Trust Information seeking Social presence Familiarity Social networking sites (SNSs) Social commerce platforms Facebook Al-Adwan,Ahmad Samed Kokash,Husam The Driving Forces of Facebook Social Commerce
description	Abstract:Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to describe this relationship. Thus, a proposed model is developed based on three concepts: social presence, social commerce information seeking and familiarity with the platform. The model explains the mechanisms through which social commerce information seeking, familiarity, social presence and trust influence customers' intentions to purchase from social commerce platforms. For the purpose of this study, a survey is designed and distributed to Facebook users. The findings demonstrate that trust in a social networking site has positive influence on purchase intentions. Moreover, trust encourages information seeking, which in turn improves purchase intentions. Furthermore, both social presence and familiarity are found to enhance trust and purchase intentions. According to the findings, several managerial and theoretical implications are highlighted. Particularly, as the first study to investigate the adoption of social commerce among Jordanian customers, this study offers valuable insights and implications for Jordanian firms’ managers and marketers who are targeting direct sales on social networking platforms.
author	Al-Adwan,Ahmad Samed Kokash,Husam
author_facet	Al-Adwan,Ahmad Samed Kokash,Husam
author_sort	Al-Adwan,Ahmad Samed
title	The Driving Forces of Facebook Social Commerce
title_short	The Driving Forces of Facebook Social Commerce
title_full	The Driving Forces of Facebook Social Commerce
title_fullStr	The Driving Forces of Facebook Social Commerce
title_full_unstemmed	The Driving Forces of Facebook Social Commerce
title_sort	driving forces of facebook social commerce
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200103
work_keys_str_mv	AT aladwanahmadsamed thedrivingforcesoffacebooksocialcommerce AT kokashhusam thedrivingforcesoffacebooksocialcommerce AT aladwanahmadsamed drivingforcesoffacebooksocialcommerce AT kokashhusam drivingforcesoffacebooksocialcommerce
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The Driving Forces of Facebook Social Commerce

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