Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com
The UGC and the platform supports are significantly impact on the consumer's purchasing intention. Empirically tested the effect of third-party infomediaries, product uncertainty and seller uncertainty on the consumers purchase intention. Enrich social support theory for studying consumers interactive behavior that affects the purchasing behavior in social commerce.
social commerce third-party infomediaries product uncertainty seller uncertainty consumer purchasing intentions social support