Causal factors influencing the use of social commerce platforms

Abstract

As the world of commerce evolves rapidly with the digital transformation, understanding the dynamics of social commerce (s-commerce) becomes increasingly critical. This study delves into the causal factors influencing the adoption of online s-commerce platforms, employing a Structural Equation Model (SEM) to illuminate consumer behavior. The SEM model integrates five variables: social factors, motivational factors, technological factors, platform characteristics, and economic factors. Data sourced from 400 s-commerce platform users validates the model's measurement reliability, confirming convergent and discriminant validity. The findings substantiate hypotheses indicating that social, technological, platform characteristics, and economic factors directly influence both s-commerce platform usage and user motivation. Additionally, motivation directly impacts platform usage, with historical influences also considered, revealing the enduring role of motivation in platform adoption, mediating other factors. This research has wide-reaching implications for businesses, academia, policymakers, and consumers. It underscores the imperative to adapt to the evolving s-commerce landscape, especially in emerging economies like Thailand, where it can drive economic growth and reshape commerce. Stakeholders, including businesses, researchers, policymakers, and consumers, should grasp these implications to harness the opportunities presented by the s-commerce revolution.

Keywords

• Social commerce
• Structural equation model
• Consumer behavior