The impact of social commerce on the purchase intentions of Millennials using Facebook
This study examined the impact of social commerce on the purchase intentions of Millennials who use Facebook by exploring how social commerce constructs influence consumer trust. A quantitative research approach was used and data were collected via an ‘online’ survey. The target population was 386 y...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2023-06-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18299/IM_2023_02_Govender.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850260583046184960 |
|---|---|
| author | Krishna K. Govender Ramnarain Yavisha |
| author_facet | Krishna K. Govender Ramnarain Yavisha |
| author_sort | Krishna K. Govender |
| collection | DOAJ |
| description | This study examined the impact of social commerce on the purchase intentions of Millennials who use Facebook by exploring how social commerce constructs influence consumer trust. A quantitative research approach was used and data were collected via an ‘online’ survey. The target population was 386 young adults aged 25 to 34 residing in KwaZulu-Natal, South Africa, referred to as Millennials, and comprises the largest group of users on Facebook. Convenience sampling, namely snowball sampling, was used to target participants. It was found that social commerce constructs significantly influence trust, which positively influences consumer purchasing decisions. The results of the study showed that trust explained 68% of the variance in purchasing intentions. Since trust is an integral and vital component of social commerce, the role of social commerce constructs and social support is to build trust in the ‘online’ context and consumers’ intention to buy. This suggests that businesses should monitor the quality and content of the engagements around their brands on social media, as information sharing in social commerce has a significant impact on consumer decisions, i.e., purchase intentions. |
| format | Article |
| id | doaj-art-e58a045d2f1540618c11d4f6eccd6f8e |
| institution | OA Journals |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2023-06-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-e58a045d2f1540618c11d4f6eccd6f8e2025-08-20T01:55:37ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-06-0119222323510.21511/im.19(2).2023.1818299The impact of social commerce on the purchase intentions of Millennials using FacebookKrishna K. Govender0https://orcid.org/0000-0002-3079-5989Ramnarain Yavisha1Honorary Resarch Fellow, Graduate School of Business and Leadership, University of KwaZulu-NatalPh.D., School of Management, IT and Governance, University of KwaZulu-NatalThis study examined the impact of social commerce on the purchase intentions of Millennials who use Facebook by exploring how social commerce constructs influence consumer trust. A quantitative research approach was used and data were collected via an ‘online’ survey. The target population was 386 young adults aged 25 to 34 residing in KwaZulu-Natal, South Africa, referred to as Millennials, and comprises the largest group of users on Facebook. Convenience sampling, namely snowball sampling, was used to target participants. It was found that social commerce constructs significantly influence trust, which positively influences consumer purchasing decisions. The results of the study showed that trust explained 68% of the variance in purchasing intentions. Since trust is an integral and vital component of social commerce, the role of social commerce constructs and social support is to build trust in the ‘online’ context and consumers’ intention to buy. This suggests that businesses should monitor the quality and content of the engagements around their brands on social media, as information sharing in social commerce has a significant impact on consumer decisions, i.e., purchase intentions.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18299/IM_2023_02_Govender.pdfKwaZulu-Natalpurchase decisionssocial mediaSouth Africatrust |
| spellingShingle | Krishna K. Govender Ramnarain Yavisha The impact of social commerce on the purchase intentions of Millennials using Facebook Innovative Marketing KwaZulu-Natal purchase decisions social media South Africa trust |
| title | The impact of social commerce on the purchase intentions of Millennials using Facebook |
| title_full | The impact of social commerce on the purchase intentions of Millennials using Facebook |
| title_fullStr | The impact of social commerce on the purchase intentions of Millennials using Facebook |
| title_full_unstemmed | The impact of social commerce on the purchase intentions of Millennials using Facebook |
| title_short | The impact of social commerce on the purchase intentions of Millennials using Facebook |
| title_sort | impact of social commerce on the purchase intentions of millennials using facebook |
| topic | KwaZulu-Natal purchase decisions social media South Africa trust |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18299/IM_2023_02_Govender.pdf |
| work_keys_str_mv | AT krishnakgovender theimpactofsocialcommerceonthepurchaseintentionsofmillennialsusingfacebook AT ramnarainyavisha theimpactofsocialcommerceonthepurchaseintentionsofmillennialsusingfacebook AT krishnakgovender impactofsocialcommerceonthepurchaseintentionsofmillennialsusingfacebook AT ramnarainyavisha impactofsocialcommerceonthepurchaseintentionsofmillennialsusingfacebook |