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Keywords

Online Shopping, Country of Origin, Trust, Perceived Value, Influencer marketing, Social Commerce, Social Media, Purchase Intention

Disciplines

Advertising and Promotion Management | E-Commerce | Fashion Business

Abstract

The paper aims to improve understanding about the causes why customers intend to purchase online through social media networks. The study examined factors affecting purchase intention namely: country of origin effect, trust, perceived value, and influencer marketing on the willingness of buyers to purchase clothes through social commerce. A questionnaire was established for data collection, and 400 forms were collected in Lebanon, and were analyzed using SEM to examine the relationships in the conceptual framework suggested. Results designated that country of origin, trust, and perceived value were three significant precursors of customers’ purchase intention in the context of social commerce. Moreover, country of origin and perceived value can impact trust beliefs; and influencer marketing could enhance perceived value of commodity purchased. This research suggests vital inferences to both scholars and professionals and highlights the implications of factors’ motivating intention to buy from vendors in social media networks. The paper is amid the early efforts to evaluate the effect of country of origin on intention to purchase among consumers in social commerce settings.

English Abstract

The paper aims to improve understanding about the causes why customers intend to purchase online through social media networks. The study examined factors affecting purchase intention namely: country of origin effect, trust, perceived value, and influencer marketing on the willingness of buyers to purchase clothes through social commerce. A questionnaire was established for data collection, and 400 forms were collected in Lebanon, and were analyzed using SEM to examine the relationships in the conceptual framework suggested. Results designated that country of origin, trust, and perceived value were three significant precursors of customers’ purchase intention in the context of social commerce. Moreover, country of origin and perceived value can impact trust beliefs; and influencer marketing could enhance perceived value of commodity purchased. This research suggests vital inferences to both scholars and professionals and highlights the implications of factors’ motivating intention to buy from vendors in social media networks. The paper is amid the early efforts to evaluate the effect of country of origin on intention to purchase among consumers in social commerce settings.

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