MODELLING SOCIAL COMMERCE BUYING BEHAVIOUR: AN ADAPTION OF THE SEQUENTIAL CONSUMER DECISION MAKING MODEL
MODELLING SOCIAL COMMERCE BUYING BEHAVIOUR: AN ADAPTION OF THE SEQUENTIAL CONSUMER DECISION MAKING MODEL

Summary/Abstract: The study sought to examine the purchasing behaviour of consumers on social commerce platforms. The classical sequential consumer decision making process was queried for its one-way orientation and a backward-forward approach to social commerce buying was introduced and tested. Data was collected using a survey approach from social commerce consumers in the hotel industry. A structured questionnaire was used to collect 411 validated responses which were analysed using AMOS structural equation modelling (SEM) application. The model of social commerce buying behaviour was confirmed and the study concluded that social commerce’s need construct, search construct and evaluation construct were significant in determining social commerce purchasing intention and actual social commerce buying behaviour. Consequently, the study concluded and validated the role of social commerce on post purchase buying behaviour and found out that social commerce post purchase behaviour acts as input for future social commerce purchase situations. The study therefore recommends the adoption of the tested model to enhance its robustness in predicting social commerce consumer purchasing behaviour.

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