International Journal of IT-based Management for Smart Business
| Volume 4, No. 2, 2017, pp 19-24 | ||
| Abstract |
The Effects of User-perceived Important Factors of Social Commerce on Satisfaction and Purchasing Intention: Moderating Effect of Impulse Buying
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Abstract
This study This study elicited the factors of social commerce perceived as important by consumers from an FGI (focus group interview) with experts with intent to determine the effects of those important factors on the satisfaction with social commerce and the purchasing intention. To obtain the data for analysis, total of 365 valid questionnaire used and we conducted simple regression, hierarchical moderated regression and three-step mediated regression. It was found that The consumer-perceived primary attributes of social commerce and the additive attributes based on awareness had positive effects on satisfaction. And the analysis of moderating effects indicated consumers who made rational decisions were more satisfied with the primary attributes in comparison to those prone to impulse buying. Therefore, the key marketing strategies in social commerce may well be implemented based on the trust between stakeholders.