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 fo...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2025-04-01
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| Series: | Rajagiri Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/RAMJ-06-2024-0166/full/pdf |
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| Summary: | 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. |
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| ISSN: | 0972-9968 2633-0091 |