Driving Factors Behind Social Media Shopping Intention

Social Media Commerce (SMC) is revolutionizing e-commerce by allowing individuals to seamlessly browse and purchase products directly through their favorite social media apps on their smartphones, transforming the shopping experience. Despite its advantages, not everyone embraces SMC. Many still prefer traditional e-commerce or shopping at physical stores, influenced by various factors. Hence, the main purpose of this study is to understand the factors influencing purchase intention through Social Media Commerce. To collect data, this study applied purposive sampling technique. This technique is used because researchers have a clear idea of the characteristics or attributes they want to examine and want to select samples that represent those characteristics. Overall, 212 respondents participated in the survey. To analyze data, this study employed PLS-SEM as a statistical approach. According to the findings, Enjoyment, Performance Expectancy, Reward, Social Influence, and Security have significant association with behaviour intention. However, findings of this study show that Effort Expectancy, Facilitating Conditions, and Perceived Risk do not have any association with behaviour intention to use Social Media Commerce for online shopping. Hence, the findings of this study offer valuable insight for the stakeholders associated with social media commerce services to know how to make the service more user friendly. Similarly, the findings will also be insightful for policy makers to understand how to provide policy support for making a sustainable business environment for SMC. Finally, the results will enrich SMC literature with more insightful information.