Pranata, Mitchell Ray
(2018)
Customer purchase intention and sharing intention in a social commerce context : an empirical study on Shopee Indonesia's use of Instagram.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
E-commerce companies are facing difficulties in garnering trust from modern customers, who are more involved than ever due to rapid growth of the internet. By incorporating social commerce (SC), e-commerce companies may fulfill a desired social experience for customers and build long-term trust, among many other benefits like creating profit. Despite the potential benefits of social commerce, there hasn't been much empirical research and practice done on it. Thus, this study focuses on understanding relational factors, including social support, trust and commitment that affect consumer purchase and sharing behavior in a social commerce context. Furthermore, the company being studied is Shopee, a leading e- commerce platform in Indonesia that facilitates social commerce platforms to its customers. This study particularly focuses on the company's use of Instagram as a social commerce platform (@shopee_id). This study uses a model with the following variables: informational support, emotional support, trust towards community, trust towards members, community commitment, social shopping intention and social sharing intention. This research follows a quantitative method and collected data via online questionnaire distribution through non-probability sampling. This research uses data collected from 304 respondents for actual testing. Actual data is first processed for reliability and validity. Then, using PLS-SEM method, the researcher conducts hypothesis testing to find supported and not supported hypothesis. The results of this study show that out of fourteen hypotheses, one is not supported. Findings show that social support gives significant impact towards forming trust and commitment in a virtual community, which in turn gives a significant impact towards forming social commerce shopping and sharing intention. This research also provides conclusions, theoretical and managerial implications and future research recommendations for the study.
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