Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce

Detalhes bibliográficos
Autor(a) principal: Maia,Cláudia Rodrigues
Data de Publicação: 2019
Outros Autores: Lunardi,Guilherme Lerch, Dolci,Décio, D’Avila,Lívia Castro
Tipo de documento: Artigo
Idioma: eng
Título da fonte: BAR - Brazilian Administration Review
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922019000400304
Resumo: Abstract The evolution of Web 2.0 technologies and social media has changed the way online business is conducted. With increasingly popular social networks, the connections among Internet users emerge as an important source of information, allowing consumers to share their ideas, opinions, or even content on the web, in order to find better and cheaper products, originating a new type of electronic commerce, known as social commerce (s-commerce). In this context, price and trust stand out as two important factors influencing the decision to buy online. Thus, we aimed to analyze the effects of trust and competitive price on the purchase intention of Brazilian consumers in s-commerce. Through a survey conducted with 160 online consumers, we identified trust as the main predictor of consumer purchase intention in s-commerce followed by competitive prices. We also indicated a set of important antecedents of trust in the context of s-commerce. The study contributes to the literature surrounding the effects of competitive price and trust - and its antecedents - as important factors that influence the intention to buy in s-commerce, providing managers with some key elements they can use to improve their firm’s competitiveness in this new business environment.
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spelling Competitive Price and Trust as Determinants of Purchase Intention in Social Commercesocial commercepricetrustsocial mediapurchasing intentionAbstract The evolution of Web 2.0 technologies and social media has changed the way online business is conducted. With increasingly popular social networks, the connections among Internet users emerge as an important source of information, allowing consumers to share their ideas, opinions, or even content on the web, in order to find better and cheaper products, originating a new type of electronic commerce, known as social commerce (s-commerce). In this context, price and trust stand out as two important factors influencing the decision to buy online. Thus, we aimed to analyze the effects of trust and competitive price on the purchase intention of Brazilian consumers in s-commerce. Through a survey conducted with 160 online consumers, we identified trust as the main predictor of consumer purchase intention in s-commerce followed by competitive prices. We also indicated a set of important antecedents of trust in the context of s-commerce. The study contributes to the literature surrounding the effects of competitive price and trust - and its antecedents - as important factors that influence the intention to buy in s-commerce, providing managers with some key elements they can use to improve their firm’s competitiveness in this new business environment.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2019-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922019000400304BAR - Brazilian Administration Review v.16 n.4 2019reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1807-7692bar2019190074info:eu-repo/semantics/openAccessMaia,Cláudia RodriguesLunardi,Guilherme LerchDolci,DécioD’Avila,Lívia Castroeng2020-03-24T00:00:00Zoai:scielo:S1807-76922019000400304Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2020-03-24T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false
dc.title.none.fl_str_mv Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
title Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
spellingShingle Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
Maia,Cláudia Rodrigues
social commerce
price
trust
social media
purchasing intention
title_short Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
title_full Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
title_fullStr Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
title_full_unstemmed Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
title_sort Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce
author Maia,Cláudia Rodrigues
author_facet Maia,Cláudia Rodrigues
Lunardi,Guilherme Lerch
Dolci,Décio
D’Avila,Lívia Castro
author_role author
author2 Lunardi,Guilherme Lerch
Dolci,Décio
D’Avila,Lívia Castro
author2_role author
author
author
dc.contributor.author.fl_str_mv Maia,Cláudia Rodrigues
Lunardi,Guilherme Lerch
Dolci,Décio
D’Avila,Lívia Castro
dc.subject.por.fl_str_mv social commerce
price
trust
social media
purchasing intention
topic social commerce
price
trust
social media
purchasing intention
description Abstract The evolution of Web 2.0 technologies and social media has changed the way online business is conducted. With increasingly popular social networks, the connections among Internet users emerge as an important source of information, allowing consumers to share their ideas, opinions, or even content on the web, in order to find better and cheaper products, originating a new type of electronic commerce, known as social commerce (s-commerce). In this context, price and trust stand out as two important factors influencing the decision to buy online. Thus, we aimed to analyze the effects of trust and competitive price on the purchase intention of Brazilian consumers in s-commerce. Through a survey conducted with 160 online consumers, we identified trust as the main predictor of consumer purchase intention in s-commerce followed by competitive prices. We also indicated a set of important antecedents of trust in the context of s-commerce. The study contributes to the literature surrounding the effects of competitive price and trust - and its antecedents - as important factors that influence the intention to buy in s-commerce, providing managers with some key elements they can use to improve their firm’s competitiveness in this new business environment.
publishDate 2019
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