Open AccessDeterminant Factors in Influencing Purchase Intention and Word of Mouth in Social Commerce: An Indonesia Case Study
Author(s) -
Satria Fadil Persada,
Berto Mulia Wibawa,
Bella Harum Ashari,
Song Lin
Publication year - 2021
Publication title -
procedia business and financial technology
Language(s) - English
Resource type - Journals
ISSN - 2807-131X
DOI - 10.47494/pbft.2021.1.2
Subject(s) - word of mouth , structural equation modeling , confirmatory factor analysis , psychology , social commerce , representation (politics) , social psychology , social media , marketing , advertising , computer science , business , statistics , mathematics , political science , politics , world wide web , law
Social media becomes the new reality perceived in the present generation. Further, the role of social network has extended to which the people can do business transactions in its platform. The present research explores the role of purchase intention and word of mouth to understand better how consumers behave. A total of 9 factors are used in this research model. A total of 8 hypotheses are investigated. The present study uses factor analysis with the confirmatory type to see the correlational factors. The Structural Equation Model (SEM) is used to see the path and hypotheses validation. A total of 231 respondents have participated in this research. The result shows that 5 out of 8 hypotheses are accepted. The present model exposes a total of 70 and 51 percent R2 for both PI and WOM, which indicates the overall model can capture the excellent representation of consumer behavior assessment. Practical and implication insights are further discussed in this paper.