Impact of consumer interaction on social commerce intention comparing Facebook and Instagram

ABSTRACT

This study aims to investigate the factors that influence consumer behaviour to conduct social commerce (s-commerce) activities. By comparing two social networking sites, namely, Facebook and Instagram, the present work analysed the impact generated by the interaction between consumers to build trust, which motivates users to implement s-commerce activities. Data from 800 users of Facebook and Instagram was collected and analysed using partial least squares structural equation modelling. To compare user behaviour when using Facebook and Instagram, we applied a multi-group analysis measurement. The results indicated the positive impact of s-commerce constructs, trust, perceived usefulness, and perceived ease of use on s-commerce intention. The research found that the interaction between consumers when using Facebook and Instagram is a driver of s-commerce activities. The multi-group analysis revealed a similar conduct for users when using the social networks for the constructs evaluated in this study. This study is one of the few that explain consumer behaviour in s-commerce activities in an emerging market environment. The findings contribute to the knowledge framework by enhancing the understanding of the determinants of the adoption of s-commerce among consumers and social networks.

KEYWORDS:

• Social commerce constructs
• trust
• perceived usefulness
• perceived ease of use
• social network sites

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Ivan Ventre

Ivan Ventre holds a PhD degree in Marketing from University of Valencia (Spain). Ivan has experience in different industries such as Retail and Business to Business. He is a professor at Tecnologico de Monterrey and, he works as a Marketing and Sales consultant for SMEs. Ivan has published articles of digital strategy in different journals such as International Journal of International Consumer Marketing and Economic Research-Ekonomska Istraživanja. His last position was Business Unit Head for J&J, where he developed and implemented the digital transformation.

Diana Kolbe

Diana Kolbe holds a PhD degree in Marketing from University of Valencia (Spain). Currently, Diana Kolbe is a research professor at EGADE Business School. She has been a member of the National System of Researchers (SNI) of the National Science and Technology Council of Mexico (CONACyT) since 2021. Furthermore, she forms part of the strategic research group Consumer Behavior and Conscious Marketing at EGADE Business School, where she has published several research articles related to topics such as channel integration, dynamic marketing capabilities, and internationalization of SMEs in emerging markets.