Assessing the effect of social commerce in shaping fashion purchase intent among working professionals
Type of the article: Research Article AbstractRetailers are leveraging social commerce by integrating advanced social media features to drive customer engagement and create superior value. Thus, a present study is an attempt to analyze the impact of perceived ease of use, user engagement and techno...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-07-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22611/IM_2025_03_Panakaje.pdf |
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| author | Niyaz Panakaje Madhura K. S. M. Riha Parvin Jeevan Raj Nushruth S Shakira Irfana Rovina Sharon Soans |
| author_facet | Niyaz Panakaje Madhura K. S. M. Riha Parvin Jeevan Raj Nushruth S Shakira Irfana Rovina Sharon Soans |
| author_sort | Niyaz Panakaje |
| collection | DOAJ |
| description | Type of the article: Research Article
AbstractRetailers are leveraging social commerce by integrating advanced social media features to drive customer engagement and create superior value. Thus, a present study is an attempt to analyze the impact of perceived ease of use, user engagement and technological factors on social commerce usage and to assess its contribution towards the purchase intention of the working professionals. 380 working women (from organized sectors including education, industry, health, government, banking, and IT) were targeted from Bengaluru city of India by adopting the snowball sampling method which was further analyzed using independent sample t-test, regression analysis, and Structural Equation Modelling. The results of the study show the effects of perceived ease of use (β = .434), user engagement (β = .517), and technological factors (β = .662) on social commerce usage (SCU) are studied, which mediates purchase intention (β = .689). These results indicate that SCU is one of the main factors affecting purchase intention (β = .751). This also show that there is significant influence of perceived ease of use, user engagement, and technological factors on social commerce usage that has ultimately led to their purchase intention among working professionals. Based on these findings, it is crucial to perfect social commerce strategies in order to improve consumer’s engagement and encourage purchase behavior. |
| format | Article |
| id | doaj-art-023b756e46d9408abfb7986cc2bb1cfc |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-023b756e46d9408abfb7986cc2bb1cfc2025-08-20T03:13:45ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-07-01213759110.21511/im.21(3).2025.0622611Assessing the effect of social commerce in shaping fashion purchase intent among working professionalsNiyaz Panakaje0https://orcid.org/0000-0003-4568-1658Madhura K.1https://orcid.org/0000-0002-6985-7374S. M. Riha Parvin2https://orcid.org/0000-0003-4030-6445Jeevan Raj3https://orcid.org/0000-0002-0937-8232Nushruth S4https://orcid.org/0000-0003-3093-1132Shakira Irfana5https://orcid.org/0000-0002-2596-7248Rovina Sharon Soans6https://orcid.org/0009-0001-5602-6643Professor & Coordinator, YEN-REFINED, Yenepoya (Deemed to be University), HoD, Department of MBA, YIASCM, Yenepoya (Deemed to be University), IndiaAssistant Professor, Department of Commerce, YIASCM, YEN-REFINED, Yenepoya (Deemed to be University), IndiaAssistant Professor, Department of Commerce, YIASCM, YEN-REFINED, Yenepoya (Deemed to be University), IndiaProfessor, Department of Commerce, YIASCM, Yenepoya (Deemed to be University), IndiaResearch Scholar, Institute of Management and Commerce, Srinivas University, IndiaAssociate Professor, Department of Management, YIASCM, YEN-REFINED, Yenepoya (Deemed to be University), IndiaAssistant Professor, YEN-REFINED, The Yenepoya Institute of Arts, Science, Commerce and Management (YIASCM), Yenepoya (Deemed to be University), IndiaType of the article: Research Article AbstractRetailers are leveraging social commerce by integrating advanced social media features to drive customer engagement and create superior value. Thus, a present study is an attempt to analyze the impact of perceived ease of use, user engagement and technological factors on social commerce usage and to assess its contribution towards the purchase intention of the working professionals. 380 working women (from organized sectors including education, industry, health, government, banking, and IT) were targeted from Bengaluru city of India by adopting the snowball sampling method which was further analyzed using independent sample t-test, regression analysis, and Structural Equation Modelling. The results of the study show the effects of perceived ease of use (β = .434), user engagement (β = .517), and technological factors (β = .662) on social commerce usage (SCU) are studied, which mediates purchase intention (β = .689). These results indicate that SCU is one of the main factors affecting purchase intention (β = .751). This also show that there is significant influence of perceived ease of use, user engagement, and technological factors on social commerce usage that has ultimately led to their purchase intention among working professionals. Based on these findings, it is crucial to perfect social commerce strategies in order to improve consumer’s engagement and encourage purchase behavior.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22611/IM_2025_03_Panakaje.pdfdigital customer engagemente-commerce trendsIndiaorganized sector workforceperceived technological easesocial media integration |
| spellingShingle | Niyaz Panakaje Madhura K. S. M. Riha Parvin Jeevan Raj Nushruth S Shakira Irfana Rovina Sharon Soans Assessing the effect of social commerce in shaping fashion purchase intent among working professionals Innovative Marketing digital customer engagement e-commerce trends India organized sector workforce perceived technological ease social media integration |
| title | Assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| title_full | Assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| title_fullStr | Assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| title_full_unstemmed | Assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| title_short | Assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| title_sort | assessing the effect of social commerce in shaping fashion purchase intent among working professionals |
| topic | digital customer engagement e-commerce trends India organized sector workforce perceived technological ease social media integration |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22611/IM_2025_03_Panakaje.pdf |
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