Adding ‘Social’ to Commerce to Influence Purchasing Behaviour

  • Zainab Mehdi Hussain KhanEmail author
  • Norman ShawEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11588)


As social media technologies become more embedded within the online shopping interface, the phenomenon of social commerce arises. This research examines the role of social commerce in influencing consumer purchase intention. Specifically, factors investigated are social presence, consumer’s security perceptions, perceived internet privacy risk, trust and willingness to provide personal information to transact. The study found that security perception, trust and willingness to provide personal information to transact have a significant influence on consumer purchase intention.


Social commerce Purchase intention Trust Social presence Security perception 


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Ryerson UniversityTorontoCanada

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