The Nexus between Social Presence, Customer Experience and Purchase Intention in Social Commerce Platform Toward Sustainable Digital Economic Development
Abstract
Social media has transformed the digital landscape from connecting people to connecting supply and demand. Many individuals as well as enterprises engage their customers using social media platforms. Transaction through social media could bring influence to digital economic transformation. Producers from various counties could optimize customers participation using their social media accounts. This research aims to explain about the connection among social presence, trust, customer experience and intention to purchase toward social commerce. This study applied quantitative method using partial least squares (PLS-SEM). The data was obtained from 312 respondents, who had conducted online transactions through social media platforms during the last three years. This study showed that social presence and customer experience obtained from selling services had a significant effect on consumer purchase intention. Whereas trust indicators had no effect on consumers’ intention to buy. In maintaining sustainable digital economic development, stakeholders should consider that digital engagement with the public could increase product acceptance and ensure that constructive feedback could be followed up rapidly.
Keywords: social presence, trust, consumers experience, digital economic development
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