Impact of Social Commerce Constructs on Consumers’ Online Purchase Intention: The Mediating Role of Trust and Brand Attitude

In the today’s world, consumers’ purchase behavior is influenced by social networks. Business owners attempt to increase consumers’ purchase intention by providing information about their brands and products through social networks. The purpose of this research is to investigate the impact of Social Commerce Constructs on consumers’ online purchase intention and how it is affected by the mediating role of trust and brand attitude. The population of the study consisted of all social network users (Telegram, Facebook, etc.) in the city of Tehran, from which a sample of 409 people was selected. Data was collected through a 38-item standard questionnaire. The construct validity of the questionnaire was verified by confirmatory factor analysis and its reliability was determined through Cronbach’s alpha. The hypotheses were tested through SEM and path analysis using Amos. The results of the research showed that rating, comments, recommendations, and positive eWOM have a direct and positive impact on brand attitude and trust; perceived usefulness has a direct and positive impact on trust; and brand attitude and trust have a direct and positive impact on consumers’ purchase intention. Forums and Communities have a direct and positive impact on brand attitude but do not have a direct and positive impact on trust.

کلیدواژه ها:

Social Networks ، Positive Edom ، Brand Attitude ، Trust ، Purchase Intention