The role of the social-commerce in the intentions of consumer behavior to the retailer

Authors

  • Kennedy Jorge Canuto Universidade Federal de Campina Grande (UFCG)
  • Edvan Cruz Aguiar Universidade Federal de Campina Grande (UFCG)
  • Manoela Costa Policarpo Universidade Federal de Campina Grande (UFCG)

DOI:

https://doi.org/10.51359/2594-8040.2018.239311

Keywords:

Social-commerce, Consumer Behavior, Collective Buying Sites, Confidence

Abstract

This article aims to analyze the role of social commerce in the intentions of consumer behavior in collective purchasing sites. Through a quantitative approach of descriptive character, using correlation and regression, an online survey was applied to the target audience (consumers of collective purchasing sites), obtaining a sample of 210 respondents. The results show that the sense of social presence, comments from other consumers, and familiarity with the site are positively related to consumer confidence in the site. In addition, it has been found that consumers feel more confident when they evaluate third-party comments, leading to purchase intentions. The study highlights the importance of social-commerce in the intentions of consumer behavior in collective purchasing sites.

Author Biographies

Kennedy Jorge Canuto, Universidade Federal de Campina Grande (UFCG)

Graduando em Administração pela Universidade Federal de Campina Grande (UFCG).

Edvan Cruz Aguiar, Universidade Federal de Campina Grande (UFCG)

Doutor em Administração pela Universidade Federal de Pernambuco (PROPAD/UFPE). Professor Adjunto da Unidade Acadêmica de Administração e Contabilidade da Universidade Federal de Campina Grande (UAAC/UFCG).

Manoela Costa Policarpo, Universidade Federal de Campina Grande (UFCG)

Mestranda em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Campina Grande (PPGA/UFCG).

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Published

2019-02-07

Issue

Vol. 2 No. 2 (2018): JULY-DECEMBER

Section

Artigos

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Copyright (c) 2019 Kennedy Jorge Canuto, Edvan Cruz Aguiar, Manoela Costa Policarpo

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