Original scientific paper
https://doi.org/10.1080/1331677X.2020.1799233
Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram
Iván Ventre
Alejandro Mollá-Descals
Marta Frasquet
Abstract
Social media are increasingly used as platforms to not only
socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the
enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investigates the role
of social commerce constructs, emotional and informative support, and trust as drivers of social commerce intention. We
apply multi-group analysis to validate the drivers of social commerce for two of the most relevant social media platforms:
Facebook and Instagram. Based on a sample of 800 social commerce users, our findings reveal that social commerce constructs are strong drivers of social commerce intention for both
social media platforms; however, there are differences between
the two as Facebook seems to generate higher emotional support and trust than Instagram.
Keywords
Social commerce constructs; social media; multi-group analysis; social support; trust; marketing
Hrčak ID:
301180
URI
Publication date:
31.12.2021.
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