Measuring consumer perceptions towards S-commerce : scale development and validation

Purpose - This paper aims to develop and validate a comprehensive scale for measuring consumer perceptions towards social commerce (S-Commerce). With the growing prominence of social media platforms in electronic commerce (e-commerce), understanding consumer perceptions and attitudes is essential for businesses and researchers alike. Design/methodology/approach - The scale development process involved an extensive literature review and expert assessments to construct a robust measurement tool. Subsequently, the scale was administered to a diverse sample of respondents, and confirmatory factor analysis was performed to assess its reliability and validity. Findings - The results confirm the scale's internal consistency and discriminant validity, contributing to making it a valuable instrument for capturing consumer perceptions towards S-commerce. Eight factors were explored using exploratory factor analysis, namely, "satisfaction and advocacy of S-commerce," "usability and enjoyment of S-commerce," "trust and familiarity in S-commerce," "trust in S-commerce policies," "familiarity with S-commerce platforms," "financial trust and security in S-commerce," "price and rating influence on S-commerce shopping" and "perceived value and social expectations in S-commerce." Practical implications - This research contributes to understanding S-commerce from a consumer perspective, aiding businesses in tailoring their strategies and enhancing the academic discourse on this evolving e-commerce phenomenon. Originality/value - This study primarily develops a comprehensive scale to measure consumer perceptions of S-commerce sites, contributing to a deeper understanding of the factors driving consumer perceptions in this evolving digital landscape.