International Academic Journal of Business Management

  • ISSN 2454-2768

The Effect of Social Commerce on Customers’ Tendency to Buy

Mahdieh Rostamia, Asghar Alamtabriz and Mir Taher Porpartovi

Abstract: Nowadays, with the increasing development of social networks and use of information technology and the expansion of internet penetration in different aspects of life, mankind witnesses the emerge of many significant changes in various fields of economic, cultural, social and others aspects of the third millennium of human life. In the meantime, one of the most important applications of information technology from economic aspects is e-commerce which is exposed to discussion along with the other tangible applications of this technology such as e-government, electronic cities, e-banking and etc. since the advent; e-commerce has continuously transformed thanks to advancement of innovated hardware and software technologies and newer versions of e-commerce such as mobile commerce, business networking, social commerce has been formed. The most important event that occurred after the development of social networks in the world, was a subject named trade in social networks which is called social commerce.

Keywords: Social Commerce Structure, Brand Loyalty, Brand Trust, Structural Equation Modeling (SEM)

Page: 50-63

Volume 3, Issue 1, 2016