Social Commerce Dynamics in Online Retail

Social networking sites have been seamlessly integrated into e-commerce technology, creating a novel model that is revolutionizing business operations. However, limited studies have explained how this integration affects consumer behaviors. This study developed a research model to investigate the impact of customers' perceptions of Instagram's social commerce design on their perceived trust, purchase intentions and subsequent purchasing behaviors, employing the task–technology fit (TTF), stimulus–organism–response, and motivation models. Cross-sectional data was collected from 393 Instagram social commerce users in Iran through an online survey. The findings of partial least squares structural equation modeling analysis revealed that perceived sociability, enjoyment, functionality, and TTF significantly enhance customers' perceived trust. Perceived sociability, enjoyment, functionality, and trust were found to significantly increase customers' purchase intention. In addition, customers' perceptions of the sociability, trust, and TTF of Instagram commerce significantly affect their purchasing behaviors.