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

School of Business Administration, Zhejiang University of Finance and Economics, Hangzhou 310018, China
Academic Editor: Eduardo Álvarez-Miranda
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1557-1570; https://doi.org/10.3390/jtaer16050087
Received: 28 March 2021 / Revised: 2 May 2021 / Accepted: 11 May 2021 / Published: 12 May 2021
(This article belongs to the Section e-Commerce Analytics)
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 in social commerce. Here, complex relationships between different dimensions of social capital are further clarified and its impact on consumers’ purchase intentions are discussed. Based on a survey of 302 social commerce users, this study utilizes an SEM and fsQCA approach to validate the effect of social capital on consumers’ purchase intentions. The SEM results reveal that the effect of structural social capital on consumers’ purchase intentions is fully mediated by relational and cognitive social capital. The fsQCA results confirm the significance of consumers’ social capital as determinants and provide the configurations that can lead to high purchase intentions. Though previous studies have discussed the factors influencing consumers’ purchase intentions, this study takes the first step toward enhancing the understanding of the configurations that link dimensions of social capital to consumers’ purchase intentions in s-commerce using fsQCA approach. View Full-Text
Keywords: social capital; social interaction; purchase intentions; social commerce; fsQCA social capital; social interaction; purchase intentions; social commerce; fsQCA
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MDPI and ACS Style

Yang, X. Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1557-1570. https://doi.org/10.3390/jtaer16050087

AMA Style

Yang X. Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1557-1570. https://doi.org/10.3390/jtaer16050087

Chicago/Turabian Style

Yang, Xue. 2021. "Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1557-1570. https://doi.org/10.3390/jtaer16050087

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