The impacts of social commerce features on fashion online repurchase intention

Abstract

Social Commerce (SC), a type of Electronic Commerce (EC) that is based on social media platforms is increasingly popular, and proves huge convenience for both sellers and buyers. However, customers cannot directly touch products which easily leads to their suspicion and hinder their purchase intention. Because of this, trust, according to researchers, is an extremely important criterion in online shopping. Hence, this study focuses on exploring the impacts of social ecommerce’s features (including interactivities, product recommendations, ratings, and reviews) on repurchase intention through the mediating variable is trust (represented by customers’ perception of benevolence, integrity, and competence of SC). The research was implemented by quantitative methods with data collected from 226 individuals who purchased online fashion goods. Scales of measurement were tested by Confirmatory Factor Analysis (CFA) method, and the parameters of the model were estimated by Structural Equation Modeling (SEM) method. These explorations contribute to clarifying the relationships between features of social commerce, characteristics of trust, and repurchase intention. As a result, administrative implications could be come up with for social commerce websites in the fashion area.