Website Quality Impact on Customers' Purchase Intention through Social Commerce Website

Social Commerce as a result of the advancement of Social Networking Sites and Web 2.0 is increasing as a new model of online shopping. With techniques to improve the website using AJAX, Adobe Flash, XML, and RSS, Social Media era has changed the internet user behavior to be more communicative and active in internet, they love to share information and recommendation among communities. Social commerce also changes the way people shopping through online. Social commerce will be the new way of online shopping nowadays. But the new challenge is business has to provide the interactive website yet interesting website for internet users, the website should give experience to satisfy their needs. This purpose of research is to analyze the website quality (System Quality, Information Quality, and System Quality) as well as interaction feature (communication feature) impact on social commerce website and customers purchase intention. Data from 134 customers of social commerce website were used to test the model. Multiple linear regression is used to calculate the statistic result while confirmatory factor analysis was also conducted to test the validity from each variable. The result shows that website quality and communication feature are important aspect for customer purchase intention while purchasing in social commerce website.