THE RELATIONSHIP AMONG SOCIAL SUPPORT, TRUST AND PURCHASE INTENTIONS ON SOCIAL COMMERCE

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สุธีรา เดชนครินทร์ ธนัญญา ยินเจริญ อัคญาณ อารยะญาณ

Abstract




          This research aimed to investigate the relationship among social support, trust and purchase intentions on social commerce. The sample was 494 Thai consumers who have purchased or intended to buy products and services on social commerce both Facebook and Instagram. This questionnaire was a data collection instrument by using the convenience sampling method. The data were analyzed through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results show that: 1) social support including emotional support and informational support positively influenced purchase intentions on social commerce 2) social support positively influenced trust of consumers 3) consumer trust influenced purchase intentions on social commerce and 4) social support leads to consumer trust, which in turn, makes consumers respond with purchase intentions. Therefore, these findings help entrepreneurs to understand the advantages of social commerce via Facebook and Instagram to increase their profits by motivating to social support and trust of consumers.




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Research Articles