Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA

• Published in: Journal of theoretical and applied electronic commerce research Vol. 16; no. 5; pp. 1557 - 1570
• Main Author: Yang, Xue
• Format: Journal Article
• Language: English
• Published: Curicó MDPI AG 2021
• Subjects: Brand loyalty; Commerce; Communication; Configurations; Consumer behavior; Consumers; Electronic commerce; fsQCA; Information sharing; Knowledge sharing; Language; Peers; purchase intentions; Purchasing; Social capital; social commerce; Social interaction; Social networks; Tacit knowledge; User generated content; Virtual communities

Social commerce has become a fiercely competitive environment. Understanding consumers’ purchase intentions can help social commerce platforms retain and attract more consumers. Social capital is one of the primary resources that plays a critical role in facilitating consumers’ purchase intentions i...