Understanding Consumers' Switching Intention from e-Commerce to Social Commerce: A Mixed Methods Study

Çeliker O., Özen Ü., Bölen M. C.

INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT, vol.21, no.1, 2024 (ESCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Volume: 21 Issue: 1
  • Publication Date: 2024
  • Doi Number: 10.1142/s0219877024500068
  • Journal Name: INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, International Bibliography of Social Sciences, Business Source Elite, Business Source Premier, INSPEC
  • Keywords: push pull mooring framework, Social commerce, switching intention
  • Ataturk University Affiliated: Yes

Abstract

As firms continue to use social media checkout and shopping integrations, and social media platforms become primary search engines for consumers, social commerce is slowly replacing traditional e-commerce. However, there is still a limited understanding of why consumers frequently switch between e-commerce and social commerce platforms during the process by which they discover and purchase a product. This study attempts to bridge this gap by investigating the switching behavior from traditional e-commerce to social commerce at the consumer level. By following a mixed-methods approach, this study develops and empirically validates a research model derived using the push-pull-mooring framework and the findings of the exploratory study. The test results showed that the proposed research model explains a large portion (0.607%) of the variance in consumers' switching intentions. Besides, social influence was also found to moderate the impact of push and pull factors on switching intention.