Unveiling the Key Influencers: How Social Commerce Use Intention Shapes Purchase Decisions

Social commerce has become a significant platform for online shopping, where customers' purchasing activities are influenced by various factors. Hence, this study primarily explores the factors affecting the intention to use social commerce for online purchases. To accomplish this, a quantitative research approach was employed. A total of 172 usable responses were collected from the Greater Jakarta area in Indonesia through purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Informational Support, Website Quality, and Electronic Word of Mouth (E-WOM) are significantly associated with the intention to use social commerce. Conversely, Emotional Support, Flow, and Social Presence showed no significant relationship with customers' intentions to engage with social commerce platforms. These insights are valuable for stakeholders involved in the development and operation of social commerce platforms, offering guidance on enhancing user-friendliness and customer engagement. Additionally, the results contribute to the existing literature on social commerce, providing new perspectives and deepening the understanding of customer behavior in this evolving digital marketplace.