Attitude towards social commerce: A conceptual model regarding consumer purchase intention and its determinants
The evolution social commerce has changed the World of a business into online transaction. The changes has allows people communicate in an online network. With the advance of information technology, social commerce has quickly emerged as a new platform for buying activities. It represents a shift in consumers' thinking from the individual decision to collaborative decision. However, due to expansion users in the platformexposed to information exchange easily. Hence, the wide communication has potential exposed towards inaccurate information. Social commerce sites is a new platform for social networking based technology media to enable users to participate in the buying activities furthermore, the users can compare as well as sharing the information about the products or services in the online marketplace and communities. The aim of this paper is to propose a conceptual model regarding consumer purchase intention and its determinants. Some of the variables consist of social commerce constructs, social support, and purchase intention. The hypotheses are developed based on the previous studies and finally, a conceptual model of the study is proposed. In so doing, this paper expects to contribute to achieving a better understanding of purchase intention in social commerce.