Yes / Social commerce (s-commerce) has gained prominence with advances in social media and social networking technologies over the last decade. Prior research has employed diverse theoretical perspectives to understand and explain consumer behavior within s-commerce but has also produced inconsistent results. This study integrates different theoretical perspectives including trust, social support, and social presence. The research portrays an integrated research model involving factors that impact behavioral intention and use behavior of s-commerce consumers whilst synthesizing prior empirical findings. A meta-analytic structural equation modeling (MASEM) method was used to synthesize 189 findings reported in 68 s-commerce studies and to analyze the structural model. Our findings show that trust and informational support have positive effects on behavioral intention while trust and emotional support have positive effects on use behavior. Furthermore, our findings highlight that behavioral intention influences use behavior and mediates the effect of trust and informational support on use behavior. The implications for research and practice are discussed in detail.

El propósito del presente trabajo es determinar cómo el uso de eWOM en el s - commerce de Facebook en tiendas por departamento influyen en la intención de compra de hombres y mujeres entre 18 a 35 años, en Lima Metropolitana. Para este estudio, se tomó en consideración las dimensiones de eWOM: credibilidad, confianza y valor, para determinar su impacto en la intención de compra. Asimismo, se desprendieron los siguientes objetivos específicos : determinar la posible correlación entre credibilidad de las fuentes y exceso de comentarios negativos; evaluar cuál de las dimensiones tiene mayor conexión con la intención de compra. Por sus características, este trabajo se define como descriptivo correlacional, no experimental, con diseño transversal y enfoque mixto. Para su corroboración, se estableció dos tipos de investigaciones: cualitativa y cuantitativa. El estudio cualitativo se basó esencialmente en la realización de dos focus groups, con rangos de 18 a 24 y de 25 a 35 años. Además, se realizaron entrevistas a expertos en marketing digital y con experiencia en tiendas por departamento. Por otro lado, el cuantitativo se realizó vía encuesta online con una muestra de 250 personas. Finalmente, los resultados arrojados determinaron que sí existe correlación entre las dimensiones de eWOM con la intención de compra ; empero, esta mostró un grado de correlación positivo moderado, vale decir, que existe, pero no plenamente consolidado. Para ello, se utilizó el estadístico de Pearson en el programa de IBM SPSS. Además, se incluye implicancias y recomendaciones a las gerencias, mencionándose futuras investigaciones. / The purpose of this study is to determine how the use of eWOM in Facebook s - commerce in department stores influences the purchase intention of men and women between 18 and 35 years of age, in Metropolitan Lima. To carry out this study, eWOM dimensions: credibility, trust and value were taken into consideration to determine its impact on purchase intention. Likewise, the following specific objectives emerged: determine the possible correlation between credibility of the sources and excess negative comments; evaluate which of the dimensions has the greatest connection with the purchase intention. Due to its characteristics, this work is defined as descriptive correlational, not experimental, with a cross-sectional design and a mixed approach. For its corroboration, two types of research were established: qualitative and quantitative. The qualitative study was essentially based on the realization of two focus groups, with ranges from 18 to 24 and from 25 to 35 years. In addition, interviews were conducted with experts in digital marketing and with experience in department stores. On the other hand, the quantitative was conducted via an online survey with a sample of 250 people. Finally, the results obtained determined that there is a correlation between the dimensions of eWOM with the purchase intention; however, it showed a moderate positive degree of correlation, it exists, but not fully consolidated. For this, the Pearson statistic was used in the IBM SPSS program. In addition, implications and recommendations for management are included, mentioning future research. / Trabajo de investigación

The evolution of mobile telephony and social media platforms gave birth to different new concepts of electronic commerce (e-commerce), such as mobile commerce (m-commerce) and social commerce (s-commerce). In 2014 a new concept called mobile social commerce (mscommerce) was introduced. This concept occurs when e-commerce activities are performed on social media platforms using mobile devices. Many researchers did look into e-commerce and its different concepts, but not so many did look into ms-commerce, especially when it comes to exploring the consumers’ perception of this concept and their shopping motivation. The aim of this study is to explore the relation between ms-commerce and the Swedish consumers in order to find out what is the consumers’ perception of ms-commerce in Sweden, and how ms-commerce affects consumers’ shopping motivation. To do this a qualitative approach is used where interviews with 9 people using ms-commerce platforms to buy products were conducted. The research is based on the extended unified theory of acceptance and use of technology model (UTAUT2). The findings of this study indicate that consumers perceive ms-commerce in Sweden as a very useful and entertaining technology that has economic benefits for the consumers, but they also perceive it to have privacy issues and to be lacking trustworthiness. Furthermore, the findings strongly suggest that ms-commerce comments on products available on ms-commerce platforms have a direct influence on consumers’ shopping motivation, the live chat feature available on ms-commerce platforms is a very good tool that has a positive influence on consumers shopping motivation, and targeted advertisement in ms-commerce has no influence on consumers’ shopping motivation.

The purpose of this thesis is to analyse and to explore how B2C e-commerce businesses could use social media marketing strategies to increase their consumers purchase intentions on their sites. Findings enabled the development and research of a comprehensive social media marketing system which includes a general set of components and tools aiming at increasing purchase intentions on such sites. The theoretical framework of the thesis is based on literature as well as previous studies of Social Media, Social Media Marketing, Social Media Marketing System, E-commerce, B2C, Social Commerce, S-commerce, Online Purchase Intentions, Trust and Social Trust. A conceptual framework was created and led the research method which used a convergent parallel mixed method design that includes gathering and analysing both qualitative and quantitative data. The data is gathered from potential users and clients of the system and led by the user-centered design (UCD) process. The obtained qualitative and quantitative data was analysed separately and then merged together by a side-by-side comparison. With the use of this approach, several ways businesses can increase consumers purchase intentions towards their B2C e-commerce site were discovered. Social media presence, published content, publishing frequency, content type, special sale promotions and social media friends are variables that have been found to be influential upon purchase intentions. The integration of a social media marketing system combined with these variables was found to be a successful tool for B2C e-commerce businesses wanting to increase consumers purchase intention through social media networks.

Thesis (Ph. D.)--Yale University, 1912. / "Printed from type, 600 copies, July, 1912." Bibliography: p. 341-364.