This document summarizes a research study that analyzed factors influencing an individual's intention to use social commerce websites. The study developed a conceptual model based on literature review identifying six key factors divided into three categories: social factors (informational support and community commitment), trust (towards members and community), and website quality (ease of use and service quality). The model was tested using structural equation modeling with findings showing all six factors positively related to intention to use social commerce websites. Informational support was the most significant factor followed by trust towards members, service quality, trust towards community, ease of navigation, and community commitment. The study aimed to examine these factors in the context of India where social commerce is growing but concerns remain around trust, information

Analyzing Determinants in Uencing An Individual's Intention To Use Social Commerce Website PDF

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