Volume III Issue I January-March 2023

Name of Author : Dr. C Thirumal Azhagan, S Sherlin Sofie

Title of the paper : Customer Purchase Intention on Social Commerce(S-Commerce) Platforms

Abstract: Social media platforms are a fresh way for users to make purchases in current trends. With the rise of social commerce platforms such as Facebook, Instagram, Twitter, and TikTok, companies can now directly connect with their target audience and promote their products or services through various types of content, such as images, videos, and influencer marketing. The primary objective of this study is to examine the variables that affect consumers purchase intentions, which include trust, social influences, information quality, financial risk, product-related attributes price, variety, availability, quality, feature, and reputation, perceived ease and variables related to S-Commerce platform use and engagement. The study used a survey questionnaire to collect data from 301 social media users. The study found that Trust was the most significant factor influencing customer purchase intention on social media platforms. In addition, perceived usage was also found to be an important factor, with customers more likely to make a purchase. Finally, future research could also explore the relationship between customer purchase intention on social media platforms and actual purchase behavior, to validate the findings of this study and provide a more complete understanding of the role of social media in the customer journey.

Keywords : S-Commerce, Purchase Behavior, Purchase Intention, Social Media Platforms, User

DOI :

Page No. : 139-146