Predicting user behavior on s-commerce platforms: a novel model

Document Type

Article

Source of Publication

Kybernetes

Publication Date

1-1-2024

Abstract

Purpose: This study investigates the influence of the wisdom of the crowd (WSC), trust and perceived value on consumer purchase intentions within social commerce (s-commerce) platforms. By constructing a novel theoretical model, the research aims to delineate the interrelationships among these variables, addressing an emerging area in social interactions and information technology. Design/methodology/approach: To empirically test and validate the proposed model, the study collected data from 442 Facebook users familiar with online shopping. The analysis employed Structural Equation Modeling – Partial Least Squares (SEM-PLS) to test the hypotheses and examine the relationships between WSC, trust, perceived value and purchase intentions. Findings: The findings confirm that WSC significantly influences trust, perceived value and the intention to purchase on s-commerce platforms. Both perceived value and trust are substantial determinants of purchase intentions. Notably, the PLS analysis revealed that WSC accounts for 36.8% of the variance in trust and 33.1% of the variance in perceived value related to purchasing decisions on s-commerce platforms. Originality/value: This research contributes uniquely to the ongoing discourse on s-commerce adoption by integrating WSC as a pivotal factor in understanding perceived value and consumer adoption intentions. It provides a fresh perspective on how collective intelligence affects consumer behavior in digital marketplaces, enriching the theoretical and practical understanding of s-commerce dynamics.

ISSN

0368-492X

Publisher

Emerald

Disciplines

Computer Sciences

Keywords

Intention to purchase, Perceived value, s-commerce, The wisdom of the crowd, Trust

Scopus ID

85207398726

Indexed in Scopus

yes

Open Access

no

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