Factors Influencing Consumers' Participation in Social Commerce

Social networking websites are enjoying widespread usage throughout the world. Its applications are playing a significant role in marketing by allowing users to share information about products and services such as reviews, opinions, and even purchasing behavior with their network of friends and family. These social networks provide new opportunities to communicate with existing customers and attract new customers through the social networks of individuals. Despite its popularity, not all consumers are ready to embrace it. This study aims at examining the factors that influence consumers to engage in social commerce. The research findings contribute to consumer behavior theory by revealing factors that can encourage consumers to participate in social commerce. Results from this study should help online merchants better understand how to effectively reach online consumers through social commerce.