The Impact of S-Commerce Usage in Indonesia Towards Social Commerce Intention

(Case Study on TikTok)

DOI

10.2991/aebmr.k.220128.020How to use a DOI?

Keywords

Social Commerce Constructs; Social Support; Perceived Usefulness; Perceived Risk; Social Commerce Intention

Abstract

This study aims to investigate the role of social commerce construct (SCCs) in influencing emotional support, informational support, perceived usefulness, and perceived risk, which will increase trust in the buying process through TikTok s-commerce in Indonesia. This study was obtained by an online survey answered by 305 respondents with criteria as TikTok users and have made a purchase process on TikTok at least once in the last three months. The results using SmartPLS 3.0 from 15 proposed hypotheses indicate two not significant hypotheses: emotional and informational support toward s-commerce intention, and the results of the other hypotheses are significant. Therefore, this research suggests practical implications that can be considered by companies or brands utilizing s-commerce to be able to improve buying process, which is used as a marketing strategy through social media to increase the intention of the consumer buying process through existing content created by the users.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Anggit Saghfira
AU  - Rifelly Dewi Astuti
PY  - 2022
DA  - 2022/01/28
TI  - The Impact of S-Commerce Usage in Indonesia Towards Social Commerce Intention
BT  - Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)
PB  - Atlantis Press
SP  - 151
EP  - 157
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220128.020
DO  - 10.2991/aebmr.k.220128.020
ID  - Saghfira2022
ER  -