Analyzing determinants influencing an individual's intention to use social commerce website

The evolution of social media has changed the landscape of online commerce for both organizations as well as customers. Introduction of social commerce websites has bought shift in consumers׳ buying decision, i.e. from individual to social shopping. This study aims to identify factors that influence an individual׳s decision to use social commerce websites in an Indian Context. A conceptual model was developed based on extensive literature review. Wherein total six factors that influence an individual׳s intention to use social commerce were identified and were divided into three broad categories: social factors (informational support and community commitment), trust (towards members and community) and website quality (ease of use and service quality). Research model was empirically examined using structural equation modeling. The findings of this study demonstrated positive relationship between all six factors and an individual׳s intention to use social commerce website. Additionally, study identified informational support as the most significant factor that influences an individuals's intention to use social commerce website followed by trust towards members, service equality, trust towards community, ease of navigation, and community commitment.