ANTECEDENTS OF SOCIAL INFLUENCE ON PURCHASE INTENTION AT SOCIAL COMMERCE PLATFORMS

Abstract

The present work sought to investigate how social factors social commerce platforms are inherently related to consumer buying behavior. Based on structural equation modeling, the research involved the application of an online survey among the target audience (consumers of collective purchasing sites), obtaining a sample of 283 respondents. The findings showed that social presence and informational support on social commerce sites generate more trust in other members than vendors. It was also found that confidence in members is associated with repurchase intention. The article contributes to a better understanding of the sense of social presence and the informational support in the formation of trust in sellers and in members who influence repurchase intentions. Keywords: Social commerce; Feeling of social presence; Informational support; Trust in members; Repurchase intention.