Factors affecting encouraging people to participate in social commerce

Mohammad Mahmoudi Meymand, Mostafa Ahmadzadeh, Ali Omidi

Abstract


Today, social media have become an important tool in marketing. Customers attempt to gather information and decide to buy their products through social networks. The aim of this study was to investigate the triggers of customers to participate in social networks. For this purpose, due to the increase in turnout from the site digikala, users of the social network were studied. The research method in terms of the objective is an applied research and in terms of the nature and method is a descriptive method. Population of this study is the digikala website users who have a history of buying from the web site. The study sample includes all students of Islamic Azad University of Ahvaz who have registered in the digikala website. In this study, 300 questionnaires were distributed among students using simple random sampling method which 270 questionnaires were collected. Data were collected through a questionnaire, and structural equation modeling techniques and LISREL software were used to analyze the data. The results showed that all three factors, social support, social participation, and social network tracking are effective on social commerce intention, and can encourage customers to participate in social commerce and buy from the site.


Keywords


social commerce, social networks, social support, social network tracking, social participation.

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