Social Commerce Constructs and Trust as Influencers of Consumer Decision Making With Reference to Fashion E-Tailing - International Conference on Transfer and Diffusion of IT Access content directly
Conference Papers Year : 2020

Social Commerce Constructs and Trust as Influencers of Consumer Decision Making With Reference to Fashion E-Tailing

Abstract

The disruptive technology of fourth industrial revolution has built new business models. The gaining popularity of social networking sites has facilitated the e-tailers to capitalise the user’s conversations. This gave rise to social commerce- ecommerce through social networking sites.It is significant for marketers to understand the consumer decision making process in the social networking sites. In this framework, the impact of Trust & social commerce constructs - Recommendations & referrals, Forums & communities, Ratings & reviews are studied. Data was collected through structured questionnaire. The study was carried among active social networking site users who purchased fashion products online recently (Less than 6 months). Based on the 581 respondents, regression analysis is carried out to study the impact. The study revealed significant impact of trust and social commerce construct on the consumer decision making. The study provides a guideline for marketers comparing the role of trust & social commerce construct for marketers to strengthen and/or reinforce its usage.
Fichier principal
Vignette du fichier
508267_1_En_32_Chapter.pdf (187.65 Ko) Télécharger le fichier
Origin : Files produced by the author(s)

Dates and versions

hal-03744786 , version 1 (03-08-2022)

Licence

Attribution

Identifiers

Cite

Sarulatha Neelankandan, Sasirekha Venkatesan. Social Commerce Constructs and Trust as Influencers of Consumer Decision Making With Reference to Fashion E-Tailing. International Working Conference on Transfer and Diffusion of IT (TDIT), Dec 2020, Tiruchirappalli, India. pp.371-383, ⟨10.1007/978-3-030-64861-9_32⟩. ⟨hal-03744786⟩
17 View
72 Download

Altmetric

Share

Gmail Facebook X LinkedIn More