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Download Between 20 and 90 charactersBetween 20 and 90 characters and more Cheat Sheet Copyright Law in PDF only on Docsity! Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~137~ Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites Phyo Min Tun Assumption University, Thailand Corresponding email: phyomintun.sg@gmail.com ARTICLE INFO ABSTRACT Keywords: Behavioral Intention; Female SNS Users; Intention to Purchase; Social Commerce Article history: Received: 18 April 2021 Revised: 07 June 2021 Accepted: 13 June 2021 Available online: 13 July 2021 To cite in APA style: Tun, P. M. (2021). Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites. Shirkah: Journal of Economics and Business, 6(2), 137-160 The present study aims to discover the relationship among social influence, verbal influence, easiness, trust, enjoyment, and intention to purchase in social commerce (S-Commerce), particularly by female users of social networking sites (SNS). A total of 280 responses were collected from female SNS users through an online survey. The obtained data were further examined for normality, construct validity, reliability, and model fit, using Structural Equation Modeling (SEM) to test the hypotheses. This study confirmed that social influence had a significant effect on verbal influence and trust; meanwhile enjoyment was influenced by trust and easiness. The results also revealed that trust and enjoyment had a positive effect on intention to purchase products or services from social commerce by the female SNS users. Moreover, verbal influence provided an impact on trust and easiness; while the relationship between social influence and enjoyment, easiness, and trust was not significant. These results contribute to offering fruitful insights for sellers and vendors of social commerce in attracting and acquiring the attention of female customers; as a result, it leads to achieving higher profits and flourishing business activities in social commerce. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. Introduction E-commerce is a revolutionary type of purchasing products and services but it is a lack of social interaction. Therefore, the traditional e-commerce model is gradually changing to a social-oriented environment due to the rapid development and expansion of social networking sites (SNS). The use of SNS has evolved the way of interaction between businesses and their customers (Hajli & Sims, 2015). SNS has become a remarkable tool Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 p-ISSN: 2503-4235 e-ISSN: 2503-4243 Journal homepage: http://shirkah.or.id/new-ojs/index.php/home/index http://dx.doi.org/10.22515/shirkah.v6i2.416 Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~138~ to provide effective communication and collaboration between businesses and their stakeholders (Culnan, McHugh, & Zubillaga, 2010). Sago (2010) also stated that SNS represents one of the most important platforms for e-commerce and enhances the efficacy of communication with a large number of customers simultaneously. SNS users are able to get information easily through their online community, and share their prior experiences or recommendations in real-time with their peers. Social interaction of customers in SNS context also offers significant value for new product and service development (Lin & Huang, 2013). Many businesses can be found on SNS and using SNS is not only selling their products and services but also advertising, branding, engaging customer services, and finding business partners or employees (Tun, 2012). As a result, the growing popularity of SNS has created many changes, both electronically and socially, emerging a new type of e-commerce, which has been transforming the way online shopping has been done, called social commerce or S- Commerce (Zhou, Zhang, & Zimmermann, 2013). Research Motivation The total population of Myanmar is 54 million and 22 million populaces have internet access, and all of them are using social media. Among them, 21 million internet users are using Facebook. Despite female is major with 52% of total population, only 41.7% of total Facebook users are female (Kemp, 2020). Meanwhile, the rapid growth of the number of SNS users and the continuously increasing popularity of SNS has led to many businesses focusing on S-Commerce (Leeraphong & Papasratorn, 2018). As a result, S-Commerce has become a significant field of exploration for researchers interested in social media technologies, and their impacts on businesses and customers (Lee & Phang, 2015) but there are no prior research studies conducted in the Myanmar context. In Myanmar, only 2.9% of females are conducting online purchasing while 4.5% are male (Kemp, 2020). Slyke, Comunale, and Belanger (2002) advocated that males like to purchase online more than females do, and there are different motivations among males and females for online shopping (Sangwan, Siguaw, & Guan, 2009). Therefore, it is necessary to identify the factors influencing female SNS users to engage and purchase more in S-Commerce. The findings of this study may help businesses in S-Commerce to better understand how to conduct their own business on SNS platforms, improve transaction processes, and formulate the marketing strategy, most notably, to attract more female customers. Moreover, research on social commerce is still at an early phase (Baethge, Klier, & Klier, 2016; Zhang & Benyoucef, 2016), and this research can be considered as the first-time study to investigate the factors that influence S-Commerce context in Myanmar, especially among the female SNS users. Also, this research study attempts Phyo Min Tun: Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites 141 intention refers to the extent of the readiness and willingness of the customers to make a deal with the seller. Research Model and Hypotheses Development There will be more verbal communication within the social peers with strong social interaction than the social group with faint social interaction (Bone, 1995). Social influencers are part of the social circles and mavens to deliver and talk up-to-date information about the products, services, price comparisons, and reliable vendors (Tsai, Kuo, & Tan, 2017). The study of Tun (2020) also proved that social influence is an important origin of verbal influence. Thus, the following hypothesis is postulated: H1: Social influence has a significant positive effect on verbal influence. In the purchasing process, customers listen and seek suggestions and guidance from others to reduce risks and learn the ways to purchase (Flanagin et al., 2014). Customers like to obtain information through verbal communication more when they have difficulties during high-risk purchase processes (Laughlin & MacDonald, 2010). They think that verbal communication will help them to prevent possible flaws and eliminate errors (Mehrad & Mohammadi, 2017). Therefore, verbal influence is a type of direct social behavior that influences customers to be perceived the ease of using S- Commerce. H2: Verbal influence has a significant positive effect on easiness. Han and Windsor (2011) confirmed that trust in S-Commerce has a significant positive effect on the willingness of customers to purchase on the site. Moreover, social influence is more significant among female users than males according to the study of Goh and Sun (2014). In S-Commerce context, it is proposed that social influence will engender reliability and credibility about the sellers from S-Commerce (Lee, Cho, & Bae, 2017). Hence, this study formulates the following hypothesis: H3: Social influence has a significant positive effect on trust. Users tend to overly rely on their social peer connection and social networks for the adoption of emerging technologies (Dickinger, Arami, & Meyer, 2008). Koenig- Lewis et al. (2015) explicitly stated that it is critical to realize how social influence has a significant positive effect on the enjoyment of experiences using modern technologies. The study of Park et al. (2019) also empirically proved that social influence positively affects enjoyment. Therefore, it is posited that: H4: Social influence has a significant positive effect on enjoyment. SNS has become a vital role for the customers to access and spread their thoughts and experiences in shopping easily (Chu & Choi, 2011); thus, customers are increasingly depending on informal information such as verbal communication from SNS to obtain Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~142~ the information of the products, services, and sellers to reduce their anxiety and concern before online purchasing (Kumar et al., 2020). Mehrad and Mohammadi (2017) proved that the impact of verbal communication on customers' trust is greater than the effectiveness of conventional advertising or formal promotions. Therefore, the following hypothesis is tested: H5: Verbal influence has a significant positive effect on trust. Customers' confidence in S-Commerce can be developed effectively if they think shopping in S-Commerce is easy and has understandable purchasing procedures (Hajli et al., 2017). Also, the presence of sufficient features in S-Commerce such as ease of navigation, lack of purchasing process complexity, and easy understanding of the structure will assist e-retailers to make a trustworthy long-term relationship with their customers (Al-Adwan, 2019; Gefen, Karahanna, & Straub, 2003). This leads to formulate the following hypothesis: H6: Easiness has a significant positive effect on trust. The earlier study of Sukhu, Zhang, and Bilgihan (2015) determined that easiness of using SNS enhances the positive impression of customers which leads to greater enjoyment. Previous studies also confirmed that ease of use has a positive relationship with enjoyment (Ashfaq et al., 2019; Chesney, 2006) and the easiness of using S- Commerce is expected to have a positive effect on customers' perception of enjoyment in shopping in the present study. Therefore, the following hypothesis can be proposed: H7: Easiness has a significant positive effect on enjoyment. In an online shopping environment, trust is crucial for customers to feel the gratification of shopping, sense fun, and experience enjoyment (Saprikis, Avlogiaris, & Katarachia, 2021). Moreover, trust provides a pleasant and comfortable online environment to enhance the enjoyment in SNS (Sukhu, Zhang, & Bilgihan, 2015). Therefore, there can be proposed that the higher trust in the vendor, the more chances the customers will perceive enjoyment. H8: Trust has a significant positive effect on enjoyment. In the S-Commerce context, developing trust among the customers is essential to urge and induce them to purchase for achieving higher sales (Kim & Park, 2013). Thus, trust can be considered as a major prerequisite for S-Commerce success. The empirical study of Liu et al. (2019) has affirmed that trust is a major predictor of customers' decisions in shopping through S-Commerce. Therefore, the following hypothesis is formulated: H9: Trust has a significant positive effect on behavioral intention. Enjoyment, a hedonic factor, is an essential component of online shopping to Phyo Min Tun: Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites 143 ensure the customers can have fun searching and purchasing products or services (Cheema et al., 2013). Therefore, the retailers from S-Commerce should focus on this hedonic factor when selling the products or services. Saprikis et al. (2018) argued that the impression of pleasure, joy, and delight has an effect on customers' behavior that motivates them to shop online. Hence, the following hypothesis has been developed: H10: Enjoyment has a significant positive effect on behavioral intention. Based on the above theoretical background and hypotheses development, the research model in this study (Figure 1) integrates the characteristics of S-Commerce as the technical, social, and belief aspects to examine the behavioral intention to purchase (BI). The technological aspect is represented by EA, social aspect by SI and VI, belief aspect by EJ and TR. Besides, the detail of hypotheses and literature support are described in Table 1. Figure 1: Proposed Research Model Table 1: Hypotheses with Literature Supports Hypotheses Relationship Effect Literature Support H1 SI → VI ( + ) Tsai, Kuo, & Tan (2017) H2 VI → EA ( + ) Mehrad and Mohammadi (2017) H3 SI → TR ( + ) Lee, Cho, and Bae (2017) H4 SI → EJ ( + ) Park et al. (2019) H5 VI → TR ( + ) Kumar et al. (2020) H6 EA → TR ( + ) Al-Adwan (2019) H7 EA → EJ ( + ) Ashfaq et al. (2019) H8 TR → EJ ( + ) Sukhu, Zhang, and Bilgihan (2015) H9 TR → BI ( + ) Liu et al. (2019) H10 EJ → BI ( + ) Saprikis et al. (2018) Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~146~ Table 4: Cross-loadings Factor Analysis Result Factors Indicators TR EA BI EJ VI SI Trust TR3 .807 .095 .141 .112 .202 .111 TR2 .803 .136 .215 .160 .124 .102 TR1 .757 .060 .228 .196 .191 .182 Easiness EA1 .048 .853 .074 .246 .119 .065 EA2 .157 .840 .141 .141 .102 .055 Behavioral Intention BI1 .167 -.021 .824 .245 .114 .180 BI2 .327 .352 .673 .178 .178 .105 BI3 .409 .291 .639 .147 .162 .217 Enjoyment EJ1 .241 .090 .161 .810 .137 .119 EJ2 .133 .428 .171 .690 .212 .137 EJ3 .158 .396 .306 .607 .153 .025 Verbal Influence VI2 .180 .253 .193 .145 .822 -.001 VI1 .279 .038 .092 .195 .818 .137 Social Influence SI1 .098 .079 .055 .060 .134 .902 SI2 .251 .053 .322 .150 -.029 .759 Factor Correlation Analysis According to the factor correlation analysis result (Table 5), all of the factors are correlated at 0.01 level. Furthermore, a correlation coefficient of less than .30 is considered a small or weak association, the range between .30 and .49 represents moderate correlation, and the value of .50 or greater is a large or strong correlation (Cohen et al., 2003). Enjoyment (.611) and trust (.630) have large correlation coefficients with behavioral intention. Between enjoyment and easiness (.574) and between trust and verbal influence (.513) also have a strong correlation. The rest of the factor correlation coefficients are moderate except correlation coefficients of social influence with easiness (.207) and verbal influence (.251) are weak. The highlighted cells in Table 6 represent the 10 hypotheses in the proposed research model. Table 5: Factors Correlation Analysis Result Factors EA SI VI EJ TR BI Easiness 1 Social Influence .207** 1 Verbal Influence .359** .251** 1 Enjoyment .574** .342** .496** 1 Trust .306** .413** .513** .497** 1 Behavioral Intention .434** .478** .470** .611** .630** 1 Note: **. Correlation is significant at the 0.01 level (2-tailed). Phyo Min Tun: Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites 147 Convergent Validity and Reliability Analysis According to the suggestion of Hair et al. (2010), convergent validity is satisfied if the standardized regression weight of indicators and average variance extracted (AVE) of constructs are greater than .50. As presented in Table 7, the standardized regression weight of indicators ranged from .769 to .922, and AVE of the constructs ranged from .58 to .66. The analysis results (Table 6) indicate that all factors in the proposed research model achieved acceptable value of Cronbach's Alpha exceeding .70 (Fornell & Larcker, 1981): enjoyment (.79), trust (.83), easiness (.80), verbal influence (.76), behavioral intention (.82) and social influence (.72). Likewise, composite reliability (CR) of the factors ranged from .75 to .83. Thus, the findings suggest that convergent validity and reliability is satisfied and suitable for further SEM analysis (Table 6). Table 6: Convergent Validity and Reliability Analysis Result Indicators Std. Regression Weight AVE CR Cronbach’s Alpha EJ3 0.769 0.58 0.80 0.79 EJ2 0.839 EJ1 0.658 TR1 0.818 0.62 0.83 0.83 TR2 0.795 TR3 0.752 EA1 0.840 0.66 0.80 0.80 EA2 0.790 VI1 0.750 0.61 0.76 0.76 VI2 0.815 BI2 0.822 0.62 0.83 0.82 BI3 0.850 BI1 0.673 SI1 0.609 0.61 0.75 0.72 SI2 0.922 Discriminant Validity Analysis Fornell and Larcker (1981) suggested that discriminant validity can be verified when the square root of AVE for a factor is greater than its correlations with all other factors. The bolded texts in Table 7 indicate that the square root of AVEs and the results demontrate that all of the correlations of respective factors are lower than the square root of AVE of the respective factors. Therefore, the result is confirmed the discriminant validity. Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~148~ Table 7: Discriminant Validity Analysis Result Factors EJ TR EA VI BI SI Enjoyment (EJ) 0.762 Trust (TR) 0.582 0.787 Easiness (EA) 0.733 0.368 0.812 Verbal Influence (VI) 0.628 0.633 0.475 0.781 Behavioral Intention (BI) 0.730 0.768 0.554 0.600 0.787 Social Influence (SI) 0.414 0.520 0.251 0.271 0.584 0.781 Model Fit Indices Results Good-fitting models require the value of x2/df is less than 3. Further, the values of Goodness-of-Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI), Normed Fit Index (NFI) and Comparative Fit Index (CFI) greater than 0.90 indicate a very good fit of the model (Kline, 2011). Moreover, the value of Root Mean Square Error of Approximation (RMSEA) lower than 0.05 is considered an indication of a good fit (Kline, 2011). In this study, all the value of goodness of fit indices of both measurement model and research model are exceeded than acceptable cutoffs (Table 8). Table 8: Goodness of Fit Indices Analysis Results x2/df GFI AGFI NIF CFI RMSEA Acceptable Value < 3 > .90 > .90 > .90 > .90 < .050 Measurement Model 1.196 .953 .925 .950 .991 .028 Research Model 1.374 .945 .917 .939 .982 .039 Hypotheses Testing Results The hypotheses were investigated as proposed in Table 1 and the results are shown in Table 9. Social influence exerted a significant positive effect on verbal influence (β=0.339, p<0.001) and trust (β=0.491, p<0.001). Thus, H1 and H3 were validated. Verbal influence positively affected easiness (β=0.573, p<0.001) and trust (β=0.590, p<0.001), which means that H2 and H5 were supported. Furthermore, enjoyment is positively influenced by easiness (β=0.573, p<0.001) and trust (β=0.285, p<0.001). Hence, H7 and H8 were validated as well. In addition, trust (β=0.592, p<0.001) and enjoyment (β=0.521, p<0.001) with regard to S-Commerce, all evidenced a positive effect with intention to purchase. Therefore, H9 and H10 were supported. The analysis results, however, showed that H4 and H6 were not accepted. All the significant and insignificant effects are also presented in Figure 2. Phyo Min Tun: Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites 151 Table 10: Direct and Indirect Effects in Research Model Factors Effect Endogenous Intervening Dependent TR (R2 = 57%) EJ (R2 = 69%) EA (R2 = 26%) VI (R2 = 9%) BI (R2 = 74%) E xo g en o u s In te rv en in g TR Direct Nil .285 *** (.302) Nil Nil .592 *** (.527) Indirect Nil Nil Nil Nil TR → EJ → BI .148 *** (.132) Medium EJ Direct Nil Nil Nil Nil .521 *** (.437) Indirect Nil Nil Nil Nil Nil EA Direct Nil .573 *** (.619) Nil Nil Nil Indirect Nil Nil Nil Nil EA → EJ → BI .299 *** (.271) Medium VI Direct .590 *** (.537) Nil .573 *** (.512) Nil Nil Indirect Nil VI → EA → EJ .328 *** (.317) Medium Nil Nil VI → TR → BI .349 *** (.283) Medium In d ep en - d en t SI Direct .491 *** (.391) Nil Nil .339 *** (.297) Nil Indirect SI → VI → TR .200 *** (.159) Medium SI → TR → EJ .140 *** (.118) Medium SI → VI → EA .194 *** (.152) Medium Nil SI → TR → BI .291 *** (.206) Medium Shirkah: Journal of Economics and Business Vol. 6, No. 2 (2021), page 137-160 ~152~ Discussion Theoretical Implications The results of this study contribute several theoretical implications to the research on behavioral intention to purchase in the S-Commerce context. First, this study indicates that social aspects, such as social influence (H3) and verbal influence (H5), have a significant effect on trust. This means that social activities such as verbal communication, recommendations, and suggestions from friends, family members, and colleagues all exert a strong influence on trust in sellers from S-Commerce. Also, the result of H1 is consistent with the previous study of Tsai, Kuo, & Tan (2017). The more customers will be influenced by their friends, family members, and colleagues, the more positive suggestions and recommendations will be created. This study does not confirm the direct effect of social influence on enjoyment (H4) of shopping in S-Commerce. The finding is different from the previous study of Park et al. (2019). Second, the finding shows that easiness has no significant effect on trust (H6) while there is a high effect on enjoyment (H7). Easiness of using S-Commerce seems to be a crucial issue to improve customers' enjoyment. Ashfaq et al. (2019) also reported a similar result in their study. This study affirmed that easiness is not a prerequisite of trust and it is an unexpected result in S-Commerce. It is possible that the respondents of this study perceived no difficulty in purchasing through SNS and therefore this factor does not contribute to improving trust levels. Likewise, Zhang, et al. (2019) concluded a similar result in their study. Moreover, verbal influence (H2) is identified as a significant antecedent of easiness. When the customers are influenced by verbal communication, they are more likely to be perceived the easiness of using S-Commerce. This result is consistent with the prior study of Mehrad and Mohammadi (2017). Third, the results indicate that trust (H9) and enjoyment (H10) have significant effects on behavioral intention to purchase in S-Commerce. This finding is consistent with previous studies (Liu et al., 2019; Saprikis et al., 2018). Trust is the factor that has a higher effect on behavioral intention to purchase in S-Commerce than enjoyment. Another hypothesis result (H8) reveals that female customers will enjoy shopping more when they think vendors from S-Commerce are reliable. This finding suggests that vendors should emphasize trust-building to improve enjoyment and Sukhu, Zhang, and Bilgihan (2015) also advised a similar approach. In summary, social influence will not help to enhance the enjoyment of shopping in S-Commerce. However, female customers tend to trust S-Commerce depending on their social circle, and they will enjoy purchasing products or services in S-Commerce only when they have more confidence in S-Commerce (SI → TR → EJ, SI → TR → BI). They also rely on verbal communication to trust vendors in S-Commerce for shopping (VI → TR → BI). Further, social influence generates positive verbal communications Phyo Min Tun: Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites ~153~ which lead to trust sellers in S-Commerce (SI → VI → TR) and assist them to learn easily how to purchase in S-Commerce (SI → VI → EA). The finding indicates that the cause of perceiving the easiness of using S-Commerce is verbal communication and eventually female customers will think shopping in S-Commerce is fun (VI → EA → EJ). The results also imply that higher trust (TR → EJ → BI) and easiness of using S- Commerce (EA → EJ → BI) will increase the enjoyment of shopping in S-Commerce. But there can be asserted that easiness does not improve female customers’ confidence in S-Commerce according to the finding. Managerial Implications In this study, social influence is an antecedent of both verbal influence and trust. Verbal influence is more critical than social influence to build trust in sellers from S-Commerce. Vendors from S-Commerce should duly create promotion events and referral marketing plans that will ensure the customers encourage their family members, friends, and colleagues to buy products or services and spread positive opinions regarding their shopping experience to their social peers. In this case, vendors can expand not only a large market proportion through a wide social circle with social interactions between existing customers and potential new customers to attract them to purchase but also increase the confidence of customers. Positive opinions and recommendations will ensure the customers to be perceived the easiness of purchasing in S-Commerce. Vendors should note that customers will accept that purchasing in S-Commerce is easy when their social peers talk more positive things about S-Commerce. Also, there can be asserted that enjoying shopping in S-Commerce is depending on the easiness of use and trust in sellers. Therefore, sellers from S-Commerce should focus on building trust with their customers and facilitating their customers to purchase easily. If female customers are able to buy or search for the desired products or services through SNS platforms more easily, they will enjoy more shopping in S-Commerce. In addition, the abundant suggestions and advices from popular social influencers regarding online retailers and particular products will also be helpful to improve trustworthiness. Enjoyment in shopping and trusting in retailers are essential motivations for the customers to purchase products and services from S-Commerce. 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