Factors Impacting Social Commerce Use Intention

Abstract

The research paper objective is to study and examine the factors influencing on social commerce use intention amongst students all over Pakistan. For this purpose, explanatory research is conducted to find out the problem which has not been studied in this context before. This is not a conclusive aid to the problems faced by social commerce businesses in Pakistan but it can help us understand the problem better. Our research is based on developed theory and explains the positive and significant relationship between the dependent variable which is intention towards usage of social commerce and independent variables which re social norms, perceived behavioral control, perceived value and attitude. The research is quantitative as it is more convenient to collect this type of data and convert it into numerical form for statistical calculation and conclusions. The data was collected through a survey on Google forms distributed to the students of Iqra University, Karachi. A total of 500 responses were found usable. In this research, correlation design is utilized to discover the connection between independent variable such as SN, PBC, PV, A and dependent variable SCUI. The theory used in this research is Social identity theory to find out how the variables effect on social commerce use intentions. By this research we came to know how does the variables attitude, perceived behavioral control, perceived value, social norms has an effect on the social commerce use intentions. There were many limitations to this investigation. To begin with of all, the time given for investigate was brief as such a detail inquire about cannot be drained a brief period of time. Furthermore, the respondents were restricted to the Karachi as it were and we may not cover the individuals of diverse cities of Pakistan