Abstract ▼ AI-Helper

Social commerce is becoming an important method in e-commerce, mainly be-cause of the increasing popularity of social networking services such as Face-book and Twitter. Accordingly, a number of researchers have paid a growing attention on this subject. Although there have been a lot of studies that ...

Social commerce is becoming an important method in e-commerce, mainly be-cause of the increasing popularity of social networking services such as Face-book and Twitter. Accordingly, a number of researchers have paid a growing attention on this subject. Although there have been a lot of studies that re-searched the role of satisfaction, buying intention, and loyalty in social-commerce shopping, there has been no study about discovering the relation be-tween these variables and some other crucial variables (e.g., eImpulse-buying and eTrust). To understand the user’s social commerce shopping intention, an experiential study on social-commerce, trust, impulse-buying was conducted to examine how technology acceptance model (TAM), theory of planed behavior (TPB), and eTrust, eImpulse-buying influence the user’s intention of buying restaurant coupon in social commerce. This study first proposes a conceptual model that integrated eImpulse-buying and eTrust into the TAM and TPB Model. The results of structural equation modeling support all significant causal relationship between variables for both TAM (the effect of perceived usefulness and perceived ease of use on attitude; the effect of attitude on purchase intention) and TPB (the effect of attitude, subjective norm, perceived behavioral control on purchase intention). Addi-tionally, it is found that eTrust positively affects the user’s intention to buy so-cial commerce restaurant coupon. However, eImpulse-buying does not affect purchase intention. The discussion of theoretical and practical contribution not only help researchers interpret why consumer use social commerce, but also assist practitioners in developing better social commerce strategy.

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