The Study of Antecedents of Consumer Engagement and Purchase Intention in Social Commerce

Abstract

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of consumer engagement as different ways to provide a deep and meaningful experience, this study develops a model that explores the antecedents of consumer engagement and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, interactivity, sociability, social ties, and social identity among all of the sub-factors of consumer engagement increases consumer engagement. Second, consumer engagement increases their purchase intention. Finally, interactivity and social identity among the antecedents of consumer engagement increase consumers' purchase intention through their consumer engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by consumer engagement.