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WEB LISTENING AND SOCIAL MEDIA RESPONSIVENESS INFLUENCING PURCHASE INTENTION THROUGH TRUST AND PRIVACY CONCERNS
Abstract
Abstract
This study explores the influence of web listening capability (WLC) and social media responsiveness (SMR) on consumer purchase intention (CPI) in the growing social-commerce environment with consumer trust (CT) as a mediator and privacy concerns (PC) as a moderator between trust and intention. The survey results of the 350 online consumers were used to estimate a PLS-SEM. All direct, indirect and moderating effects were found to be significant. Consumer trust becomes the most salient proximal antecedent of purchase intention and privacy issues intensify the trust–intention relationship. The model accounts for 54.0% of the variance in CPI, providing theoretical and managerial understanding of the nature of trust in social commerce in emerging markets.
This study explores the influence of web listening capability (WLC) and social media responsiveness (SMR) on consumer purchase intention (CPI) in the growing social-commerce environment with consumer trust (CT) as a mediator and privacy concerns (PC) as a moderator between trust and intention. The survey results of the 350 online consumers were used to estimate a PLS-SEM. All direct, indirect and moderating effects were found to be significant. Consumer trust becomes the most salient proximal antecedent of purchase intention and privacy issues intensify the trust–intention relationship. The model accounts for 54.0% of the variance in CPI, providing theoretical and managerial understanding of the nature of trust in social commerce in emerging markets.