Investigating the factors influencing social commerce purchase intention: A hybrid study based on PLS-SEM and fsQCA

Social commerce stands as a pivotal strategy amidst the modern retail environment. However, the distinct cultural and economic landscapes of different nations may lead to variations in understanding shopper behavior. This study endeavors to delve into the efficacy of shopping motivation theory, trust theory, and the information quality model in elucidating purchase intent, all within a comprehensive research framework. Through a survey conducted within the Jordanian context, it was revealed that utilitarian motivations and trust in e-vendors exert a positive influence on customers' inclination to purchase in the context of social commerce. Interestingly, hedonic motivations and the quality of electronic word-of-mouth (eWOM) were found to have no effect on purchase intention. Furthermore, trust in e-vendors was identified to mediate the relationship between eWOM quality and purchasing intention, manifesting as an indirect-only association. The paper concludes with a discussion on the contributions and limitations of the research.