Publisher

UNINDRAUNINDRA

Journal JABE (Journal of Applied Business and Economic)JABE (Journal of Applied Business and Economic) Abstract

This study analyzes the factors influencing purchase intent and repurchase in social commerce. The main goal is to understand the contribution of variables such as ease of use, performance expectations, social Influence, and risk perception to consumer behaviors. The number of research samples was 120 respondents. The analysis method used is a partial least squares structural equation respondent, which allows researchers to measure and validate constructs and explain relationships between variables. The results showed that initial purchase intention significantly positively impacted repeat purchase intent, contributing to 55.8%. The variables of ease of use and performance expectations also influenced purchase intent significantly. While social Influence is insignificant, risk perception is a mediator that reinforces the relationship between initial and repeat purchase intent. The implications of these findings include practical advice for companies in designing marketing strategies, product development, and customer management. The marketing strategy should be focused on communicating ease of use and product performance expectations. Companies must also understand and manage consumer risk perceptions to build trust and increase repeat purchase intent. These implications guide practitioners and researchers in understanding the dynamics of consumer behaviors in a broader context.

Conclusion

The analysis revealed that intention to purchase positively and significantly influenced the intention to repurchase, accounting for 55.Perceived ease of use also significantly impacted purchase intention, while perceived usefulness did not.Performance expectations were found to have a significant positive effect on purchase intention, and risk perception acted as a mediator strengthening the relationship between initial purchase intention and repurchase intention.These findings provide insights into the factors influencing consumer decisions regarding purchase intent and repeat purchases.

Future Research

Further research could explore the impact of personalized recommendations on repurchase intention within social commerce, investigating how tailored product suggestions based on user data influence consumer loyalty. Additionally, a longitudinal study could examine the evolving role of trust in social commerce over time, assessing how initial trust levels affect long-term repurchase behavior and brand advocacy. Finally, investigating the moderating effect of cultural differences on the relationship between perceived risk and repurchase intention could provide valuable insights for businesses operating in diverse international markets, allowing for more targeted and effective risk management strategies. These research directions, building upon the current studys findings, will contribute to a more comprehensive understanding of consumer behavior in the dynamic landscape of social commerce and inform the development of more effective marketing and customer engagement strategies.

References

1. 0. pdf obj identity endobj adobe xr7 m1et mb7 6r qbbb 7s 5q 6i u9 dl 1mva dkk v4 0q hth n6 ip ica uj... doi.org/10.5267/j.msl.2019.9.0270 pdf obj identity endobj adobe xr7 m1et mb7 6r qbbb 7s 5q 6i u9 dl 1mva dkk v4 0q hth n6 ip ica uj doi 10 5267 j msl 2019 9 027

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Pages	14
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