Social Commerce Dynamics in Online Retail
Year: 2025
Type: article
Study design: Observational Study
Abstract: 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.
DOI: 10.4018/ijthi.390210
Authors: Yuhanis Ab Aziz, Arman Poureisa
Institutions: Universiti Putra Malaysia, University of Sharjah
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415007566