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Examining The Role Of Social Factors And Mooring Effects As Moderators On Consumers’ Shopping Intentions In Social Commerce Environments

Rao Muhammad Rashid, Qurat ul Ain Rashid, Abdul Hameed Pitafi

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Consumers on social commerce platforms can easily access product information, but these platforms have not attracted potential consumers in emerging economies. Studying the social factors (social support, social presence, and relationship quality) and mooring effects (conformity and personal experience) in social commerce environments is essential for understanding consumers’ intentions. This study examines the role of social factors by integrating mooring effects as moderators in the Chinese model, where fear for the reliability of consumers’ comments is a concern. Quantitative data are collected from Chinese cities ( N = 303) and analyzed through partial least squares–structural equation modeling. The findings demonstrate the validity of social factors and enjoyment. Mooring effects positively influence shopping intentions, and system and service quality positively influences relationship quality and shopping intentions. Finally, mooring effects positively moderate the relationship between social presence, social support, and consumers’ intentions. The findings have theoretical understanding and practical implications.