Predicting user behavior on s-commerce platforms: a novel model

With the rapid increase in social media users and netizens globally, the proclivity for online shopping using social commerce (SC) platforms cannot be ignored. Trust has been recognised as a constant challenge in the context of social commerce due to the lack of face-to-face interaction. Therefore, there is a dire need to enhance the trust of consumers in social commerce platforms. However, the research in the formation of trust in social commerce and antecedents remains limited. In addition, the existing SC research failed to include its multidimensional view to investigate user behaviour. This study fills this gap and extends existing knowledge by developing a model exploring the antecedents of trust in social commerce. Drawing upon the social-technical theory and trust lens, this study attempts to identify the role of (i) structural assurance (SA) and SC platforms as an institution-based trust, (ii) trust in sellers and trust in SC community as trusting beliefs, and (iii) trust in online payment as a cognitive trust on trust and intention of the social commerce. This research employs a dataset (n = 406) collected using an online survey; the research subjects were recruited from Australia, the United States, and the United Kingdom. This study uses the partial least squares structural equation modeling (PLS-SEM) approach to analyse the data and to confirm the hypothesis proposed in the research model. The empirical findings show that trust in social commerce influences behavioural intention. In addition, trust in the SC platform, the SC community, and online payment influence the trust in SC. Likewise, SA and trust in the SC platform have a significant relationship with trust in sellers, the SC community, and online payment. Finally, this study discusses the theoretical contributions and practical insights to several limitations and suggests directions for future research.

Influencer marketing has emerged as a powerful tool of digital persuasion; nevertheless, the processes according to which it affects consumer decision-making have not been explored well enough in the case of emerging markets where the institutional trust in online shopping is weak. The paper explores the influencer marketing effect on consumer purchase intention through analyzing the impact of influencer credibility, content quality, and artificial intelligence (AI)-driven personalization through the Pakistan social media environment. The study is based on the Source Credibility Theory and the Stimulus Organism Response (S-O-R) model and informed by attitude-based approaches as represented in the literature on consumer behavior and constructs an integrated model of both cognitive and affective influence pathways. The study utilized a quantitative, cross-sectional research design that involved the use of a structured survey in the sample comprised of active social media users in Pakistan and who have been recently exposed to influencer-endorsed content. There were 218 valid responses analyzed through the Partial Least Squares Structural Equation Modeling (PLS-SEM) that is appropriate in the context of theory expansion and the complicated models with mediation and moderation. According to the results, influencer credibility and AI-improved personalization have a significant positive effect on consumer trust and emotional attachment, and miscellaneous contents generally have a positive impact on purchase intention through a functional assessment and not relational bond. However, the most notable predictor of the purchase intention was consumer trust and the emotional attachment did not readily translate to the actual buying behavior. The consumer attitude portrayed a small yet significant moderating influence on the trust purchase intention relationship. The results emphasize the importance of trust-driven mechanisms over emotional persuasion in risk sensitive online space and give context specific insights into influencer marketing practices in new market.

In the past few years, there has been a significant focus on investigating the impact of social media engagement. Although previous studies recognize the importance of social media engagement, there is still a lack of in-depth analysis regarding the specific influences of likes, comments, and shares on consumer behaviour, especially concerning how these engagements affect different platforms. This study aims to examine the relationship between social media engagement metrics (likes, comments, and shares) and consumer purchase intention on two prominent platforms, Facebook and Instagram. By adopting a cross-sectional design, this study employed purposive sampling to gather data from Malaysian university students who have engaged in purchasing activities on social media platforms such as Facebook and Instagram. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on 265 completed responses, comprising 131 from Facebook users and 134 from Instagram users. The results reveal a significant positive relationship between likes and shares with consumer purchase intention on both Facebook and Instagram. However, comments were not found to be associated with consumer purchase intention on either platform. Furthermore, the study conducted a comparative analysis between Facebook and Instagram and found no significant differences in the relationships between engagement metrics and purchase intention. These findings have practical implications for marketers, emphasizing the importance of fostering engagement through likes and shares to drive consumer purchasing behaviour on social media platforms.

This study aims to analyze the impact of market atmosphere and product diversity on consumer purchase intention, with perceived value as a mediating variable, at the newly revitalized Pasar Gembrong Sukasari, Bogor City. Although traditional markets such as Pasar Gembrong Sukasari have fully upgraded their physical facilities, they still encounter competitive challenges and suffer from low consumer purchase intentions, even after revitalization efforts. This study uniquely uses perceived value as a mediating variable to explore the relationship between market atmosphere and product diversity as independent variables and purchase intention as a dependent variable in a revitalized traditional market. Previous studies have shown inconsistent results and rarely integrated all four variables into their analyses. This study addresses this gap by incorporating perceived value. This study, grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, implemented a quantitative methodology by distributing questionnaires to a purposively selected group of 190 respondents. The collected data were subsequently analyzed using SmartPLS v. 3.2.9 in conjunction with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that market atmosphere (39.1% influence) and product diversity (53.2% influence) significantly impact perceived value. Perceived value, in turn, exerts the most substantial influence on purchase intention (63.4% influence) and plays a significant mediating role in the relationship between environmental stimuli (market atmosphere and product diversity) and purchase intention. Notably, the direct effect of product diversity on purchase intention was found to be insignificant (p-value > 0.05), highlighting the essential role of perceived value as a full mediator. To sustainably boost consumer purchase intentions, efforts to enhance market atmosphere and product diversity should prioritize creating a positive perceived value in consumers' minds.

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

The trend of commerce through mobile apps has encouraged many social commerce companies to capitalize on this lucrative market opportunity. As a social commerce platform, TikTok Shop significantly influences consumer behavior, especially regarding purchase intention. Purchase intention has been a topic of interest in marketing and consumer behavior for many years. However, most of the previous studies used more quantitative approaches. This research aims to fill the gap in the literature by exploring the factors that influence consumer purchase intention in TikTok Shop social commerce. The method used is a literature study, which summarizes findings from 36 relevant articles. The results show that twenty factors influence consumer purchase intention. These factors include various aspects, ranging from trust to technical features of the TikTok Shop platform. As such, this research makes an essential contribution to understanding the dynamics of consumer purchase intentions in the growing era of digital commerce.

Electronic Word-of-Mouth (eWOM) has become a critical factor influencing consumer decision-making in the digital tourism industry. In Indonesia, the rapid growth of Online Travel Agents (OTAs) has increased competition, making consumer trust and purchase intentions largely dependent on online reviews. This research aims to analyze the effect of eWOM on online hotel booking purchase intentions, focusing on the credibility, quality, and expertise of reviewers as key determinants of consumer trust and behavior. The study adopts the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB) as theoretical frameworks to explain how consumers process online information and make booking decisions. A quantitative approach is employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between eWOM dimensions and purchase intentions. PLS-SEM is chosen due to its predictive and exploratory capabilities, allowing comprehensive testing of measurement validity, reliability, and structural path coefficients. Data were collected from OTA users in Indonesia through a structured online survey and analyzed to assess convergent and discriminant validity. The findings reveal that information credibility and reviewer expertise significantly enhance consumer trust, which in turn positively influences purchase intentions. Information quality also plays a mediating role in shaping consumer perceptions. These results suggest that OTAs should prioritize strategies that ensure authentic, high-quality reviews to strengthen customer engagement and conversion rates. This study provides theoretical contributions to eWOM and consumer behavior research while offering practical implications for OTAs to improve digital marketing strategies in Indonesia’s competitive tourism sector.

The rapid growth of live stream commerce has reshaped online shopping by fostering real-time interactions between consumers and influencers. In this dynamic environment, social presence, trust, and innovation acceptance converge to shape strong purchase intentions. Despite live streaming's widespread adoption as a marketing tool, limited research investigates the psychological mechanisms influencing consumer behavior in this setting. This study explores how social presence, trust, and innovation acceptance impact purchase decisions in live shopping. Using a quantitative approach, data was collected from 359 consumers with live shopping experience and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that social presence, trust, and innovation acceptance significantly and positively influence purchase intentions. Trust also mediates the relationship between social presence and purchase intentions, emphasizing the role of credibility and authenticity. Furthermore, innovation acceptance bridges trust and consumer behavior, highlighting that consumers open to new technologies are more inclined to engage in live shopping. The study identifies key psychological and behavioral factors crucial for marketers aiming to enhance live commerce strategies. Organizations can leverage these insights to strengthen audience connections, build trustworthy relationships, and boost purchase conversion rates during live shopping events, offering a deeper understanding of decision-making in interactive e-commerce contexts.

The marketing concept holds that the key to realizing the goals of the organization lies in the ability of the organization in creating, delivering and communicating customer value to the target market more effectively compared to the competitors. This research examined brand image, and customer satisfaction as determinants of purchase intention with the moderating role of service quality. A quantitative research which employed both survey and cross-sectional research designs. The study has an infinite population with a sample size of 422. Purposive sampling techniques were employed in the process of administering the copies of questionnaires to respondents. Partial Least Square Structural Equation Modelling (PLS-SEM) was utilised to ascertain the hypothesised relationship. The findings of the study suggested that brand image, customer satisfaction and service quality have a positive and significant effect on purchase intentions. In addition, service quality significantly moderated the relationship between brand image and purchase intentions and customer satisfaction and purchase intentions. The study recommends that managers should improve service quality in clients' views, such as improving banking facilities, commitments to the customer, the interaction between the staff and the client, being ready to listen to the concerns of customers, and being prepared to solve the problems of customers.

Social commerce grows as the growth of sophisticated e-commerce and social media. Based on empirical research about consumer purchase intention, various influencing factors of purchase intention was identified. In this study, we conducted a research about influencing factors of consumer purchase intention: (1) familiarity, (2) information seeking, (3) trust, (4) social presence, (5) perceived social value and (6) perceived utilitarian value. We also observed the role of trust as mediator between social presence and purchase intention. 189 questionnaires were constructed to social commerce users who experienced in among Instagram, Kaskus, Eventbrite, Groupon and so on. Structural Equation Modelling (SEM) is used in our research model and tested by Partial Least Squared (PLS). The results are: (1) social presence and trust influence consumer purchase intention, (2) trust can be an intermediary between social presence and purchase intention.

The increasing influence of social media influencers (SMIs) on consumer purchase intentions has become a crucial topic in marketing research, particularly in understanding the mechanisms that drive this effect. This study examines how SMI credibility—defined by trustworthiness, expertise, and attractiveness—affects consumer purchase intentions through the mediating role of parasocial relationships (PSRs) and the moderating role of product involvement. A survey of 205 Thai social media users was conducted, and data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that SMI credibility positively impacts purchase intentions and strengthens PSRs, which partially mediate this relationship. Moreover, the moderating role of product involvement uncovers a conditional mediation effect: PSRs have a stronger influence on purchase intentions for low-involvement products, where emotional appeals are more effective than rational evaluations. In contrast, for high-involvement products, consumers prioritize cognitive processing and influencer expertise, weakening the impact of PSRs. This research enhances influencer marketing literature by incorporating emotional and cognitive pathways within a mediated-moderated framework. Practically, it highlights the importance of aligning influencer strategies with product involvement, recommending emotionally engaging influencers for low-involvement products and credibility-driven influencers for high-involvement products to maximize marketing effectiveness.

Mobile grocery shopping has gained traction recently due to the COVID-19 pandemic. Hence, this study aims to investigate the antecedents that influence consumers’ buying intention through mobile grocery shopping. This was achieved through the use of a multi-perspective research model that includes the consumers’ positive and negative valences as well as consumer characteristics. Data was collected from 400 Malaysian consumers and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) analysis. The finding of the study indicated the significant effects of positive valences (e.g., hedonic and utilitarian value) but not negative valences (e.g., privacy concern and security risk) on consumer buying intention through mobile grocery shopping. This study among the first to examine the intricacies of varying consumer characteristics in the context of mobile grocery shopping. The implications derived from the findings of this study are discussed.

The intensification of digital communication in the beauty and skincare industry has positioned influencer communication and online customer reviews as key mechanisms in shaping consumer attitudes and purchase intentions. In the context of MS GLOW skincare, this study examines how influencer communication and online customer reviews function as persuasive digital messages that contribute to consumer attitude formation and subsequent behavioral outcomes. Specifically, this study analyzes the roles of influencer credibility, influencer attractiveness, and online customer reviews in shaping customer attitudes, as well as the mediating role of consumer attitude in the formation of brand awareness, brand loyalty, and electronic word-of-mouth (e-WOM) leading to purchase intention. Using a quantitative approach, data were collected from 260 MS GLOW consumers in Central Java and the Special Region of Yogyakarta and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that online customer reviews play the most influential role in consumer attitude formation, while influencer credibility does not show a significant effect, and influencer attractiveness exhibits a negative effect. Consumer attitude emerges as a central communicative outcome that strengthens brand awareness, brand loyalty, and e-WOM, with brand loyalty and e-WOM directly driving purchase intention. These findings emphasize that purchase intention is shaped through a communication process in which meaning is negotiated via influencer communication and peer-based reviews rather than through influencer attributes alone.

The increasing electronics gadget market in Nigeria has increased competition between manufacturers and retailers. Nevertheless, there is little understanding of the factors that affect consumer purchase intentions in this particular region, especially in terms of product quality and consumer reviews. This study examined the effect of product quality and consumer reviews on purchase intention of electronic gadgets in North Central, Nigeria. A survey research design was employed, with a determined sample size was 463 respondents using Cochran's formula for unspecified populations, and purposive sampling technique was used to select participants. A self-administered five-point Likert scale questionnaire was used to collect data, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data in a two-stage approach to examine the measurement and structural models. Both product quality and consumer reviews were found to have significant effects on purchase intention, and product quality had a greater effect. Based on the findings of the study, it is recommended that manufacturers and retailers of electronic gadgets in the North Central region of Nigeria should give a lot of attention to product quality as it has a great effect on consumer purchase intentions. Revising for durability, high performance, and good after-sales service will increase the consumer’s confidence and frequency of purchase. Furthermore, reviews made by consumers are important in purchase decisions although not as much as the product quality. Organizations should therefore encourage customers to provide feedback, be transparent with the management of reviews, and use influencer marketing to increase trust.

Gamification has evolved as a potent method for engaging and motivating consumers in today's dynamic market scenario. This research report investigates the impact of gamification on customer purchasing intentions to determine its current relevance. This study investigates the subtle links between gamification aspects, user engagement, brand loyalty, and consumer purchasing intentions using Partial Least Squares Structural Equation Modelling (PLS-SEM). Gamification is an important technique in modern marketing approaches because of its capacity to captivate and incentivize people. The survey included 300+ individuals from Durg and Raipur, Chhattisgarh's two major districts, representing a broad demographic. The findings show that Gamification has a large indirect effect on Customer Engagement, which in turn affects Brand Loyalty and eventually shapes Customer Buying Intentions. This study emphasises the critical significance of gamification in altering customer behaviour and the relevance of promoting User Engagement and Brand Loyalty to drive purchasing decisions. Gamification strategy emerges as a powerful force in the contemporary marketing landscape, with the potential to affect the entire customer journey, as firms seek novel methods to connect with consumers.