Investigating the impact of quality, technology and trust on customers’ purchase intention and word-of-mouth in S-commerce

Purpose This study investigates the impact of quality, technology and trust on customers’ purchase intentions and word-of-mouth in S-commerce. Design/methodology/approach Data were collected from 1,162 respondents in India using a quantitative methodology and convenience sampling. The conceptual model and hypotheses were examined using partial least squares structural equation modeling (PLS-SEM). Findings The findings illustrate that perceived value is influenced by quality, technology and trust. Comprehending perceived value is essential for influencing customers’ buying choices and their inclination to promote favorable word-of-mouth regarding S-commerce websites. In addition, system quality was the most significant predictor among the nine predictors of perceived value for S-commerce sites. Originality/value This study represents an initial investigation to elucidate the influence of quality, technology and trust on customers’ purchase intentions and word-of-mouth behavior during Indian consumers’ transition to social commerce, thereby enabling marketers to enhance their business and customer retention strategies.