Consumers trusting beliefs and intention to continue online purchases through social commerce.

Abstract

Purpose: The current paper aims to explores the impact of consumers trusting beliefs on the intention to continue making purchases through social commerce Design/methodology/approach: The responses from the consumers were collected through the online survey by distributing a questionnaire via Google Form and received 600 responses. The collected responses were scrutinized and discarded 23 responses due to the responses were not filled properly. However, the study used the rest 577 samples for this research. This study uses purposive sampling of people who are directed to have social media accounts and who have made purchases via social interaction at least once with data taken from surveys. Findings: This study proves that all trusting belief constructs are significantly supported. This study furnishes an understanding of the potential role of trusting beliefs in driving continuing purchases in the context of social commerce. Practical implications: The outcome of the study proves that all trusting belief constructs are significantly supported. This study furnishes an understanding of the potential role of trusting beliefs in driving continuing purchases in the context of social commerce. This study is very helpful to the e-marketers for framing strategies. Research limitations: The study is focused on assessing the consumers trusting beliefs and intention to continue online purchases through social commerce in Bangaluru city. The sample of this research is consumers who have engaged in social commerce. Originality value: The finding of this study contributes consumers trusting beliefs and intention to continue online purchases through social commerce. The study’s outcome is unique model for e-marketers to retain the customer’s base.