期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 76, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2023.103548
关键词
fsQCA; Social commerce; Recommendation and referrals; Ratings and reviews; Trust; Attitude; Consumer buying intention
类别
Social commerce has experienced significant growth in the post-COVID-19 era, with consumer attitude and trust playing crucial roles in purchase decisions. Positive consumer attitude and high trust can increase buying intention, while negative attitude or low trust may deter purchases.
In the post COVID-19 era, social commerce witnessed significant growth due to increasing numbers of consumers choosing online channels as their preferred means of shopping. Consumer attitude and trust are key factors influencing customers purchase decision of buying products and services marketed through online platforms such as social commerce. A positive consumer attitude towards a brand or product can lead to greater level of perceived trust and, hence, increase the likelihood of purchasing. Further, a negative consumer attitude or low trust may deter individuals from purchasing, even if they are interested in the product. This study aims at investigating the mediating role of customers attitude and perceived trust on the relationship the relationship between social commerce and buying intention post-COVID-19 pandemic. Using a full-structured questionnaire directed to 570 e-commerce consumers, the obtained data were analyzed by hybrid approach based on PLS-SEM and fsQCA. The study results may help understand the variables that can affect consumer behavior in the post-COVID-19 era, and businesses can better modify their marketing strategies and fulfill the customers' needs.
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