Evaluating the Impact of Social Media on Consumers’ Online Shopping Behavior: A Mediated-Moderation Model
Keywords:
Social Commerce; Online Shopping Behavior; Promotional Tools; Credibility; Celebrity Endorsement
Abstract
Social commerce has rapidly become a new field of study for both professionals and academics, indicating the possible influence of social media in shaping online commercial avenues. People spend a significant amount of time on social media, presenting online businesses with the chance to gain a comprehensive understanding of their customers' shopping behaviors. Consequently, it is essential to explore the factors that affect consumers' online shopping behavior. This research, conducted in Indonesia, seeks to identify the factors influencing consumer online shopping behavior. Analyzing data from 375 customers, the study employs Smart PLS to explore the relationships within the proposed model. The results indicated that live streaming, promotional tools, celebrity endorsements and perceived credibility are factors that impact consumer online shopping behavior in social commerce. The study verified the mediating role of promotional tools. However, perceived credibility did not moderate the association amid promotional tools and consumer online shopping behavior. The findings offer clearer insights into the factors affecting consumer online shopping behavior, aiding entrepreneurs in developing more effective strategies. This research brings fresh perspectives on consumer online shopping behavior by examining it empirically within the Indonesian context. This is significant due to the previous lack of studies focused on consumer behavior in social commerce and the scarcity of empirical evidence in this area.
References
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Gu, X., Zhang, X., & Kannan, P. K. (2024). Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales. Journal of Marketing, 00222429231213581.
Hagen, D., Spierings, B., Weltevreden, J., Risselada, A., & Atzema, O. (2024). What drives consumers to use local online retail platforms? The influence of non-place-specific and place-specific motives. Journal of Retailing and Consumer Services, 77, 103649.
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Hayduk, L. A., & Littvay, L. (2012). Should researchers use single indicators, best indicators, or multiple indicators in structural equation models?. BMC medical research methodology, 12, 1-17.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (Vol. 20, pp. 277-319). Emerald Group Publishing Limited.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social media influencers in strategic communication, 24-67.
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., ... & Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256.
Iqbal, A., Ahmed, S., Laila, A., Khan, S. A., & Faizan, M. (2024). E-Commerce Adoption: The Moderating Role of Commitment between Purchase Intention and Customer Purchase Behavior.
Islam, M. S. (2015). An analysis of factors affecting on online shopping behavior of consumers. European Journal of Business and Management, 7(28), 6-17.
Iyer, G., Soberman, D., & Villas-Boas, J. M. (2005). The targeting of advertising. Marketing Science, 24(3), 461-476.
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era. Frontiers in psychology, 12, 808525.
Jeong, E., & Jang, S. (2017). Heuristic evaluation of healthy menus: examining the effect of brand image congruity. International Journal of Contemporary Hospitality Management, 29(10), 2514-2534.
Jiménez, F. R., & Mendoza, N. A. (2013). Too popular to ignore: The influence of online reviews on purchase intentions of search and experience products. Journal of interactive marketing, 27(3), 226-235.
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
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Published
2024-09-03
How to Cite
Veny, V., Budiharjo, R., Hariani, S., & Samee Malik, H. A. (2024). Evaluating the Impact of Social Media on Consumers’ Online Shopping Behavior: A Mediated-Moderation Model. International Journal of Social Science Research and Review, 7(9), 112-131. https://doi.org/10.47814/ijssrr.v7i9.2298
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Main Articles
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