Price consciousness, deal and coupon proneness, e-wom and purchase intention on social commerce sites

Abstract

Social Commerce Sites (SCSs) are any online commercial activities that use social media to promote businesses. The rapid growth of the SCSs enables businesses to enhance their commercial activities to reach broad segments. Leveraging the significant growth of SCSs, the present study aims to examine the factors to elevate consumers' decision making process underpinned by the Social Cognitive Theory (SCT) of mass communication by Bandura. This paper uncovers the influence of four factors: price consciousness, deal proneness, coupon proneness, and electronic word-of-mouth (e-WOM) on the consumer purchase intention on SCSs. The findings revealed significant positive relationships between three factors: deal proneness, electronic word-of-mouth (e-WOM), and coupon proneness on consumer purchase intention in SCSs. The practical implication suggests that marketers and firms are advised to focus on deal proneness on SCSs to attain competitive dominance in escalating consumer purchase intention. This research can assist businesses to stimulate consumer purchase intention through online transactions on SCS platforms.