Investigating the impact of quality, technology and trust on customers’ purchase intention and word-of-mouth in S-commerce

What is it about?

Purpose – This study investigates the impact of quality, technology, and trust on customers’ purchase intentions and word of mouth in S-commerce. Design/methodology/approach – Data were collected from 1162 respondents in India using a quantitative methodology and convenience sampling. The conceptual model and hypotheses were examined using partial least squares structural equation modelling (PLS-SEM). Findings – The findings illustrate that perceived value is influenced by quality, technology, and trust. Comprehending perceived value is essential for influencing customers' buying choices and their inclination to promote favorable word-of-mouth regarding S-commerce websites. In addition, system quality was the most significant predictor among the nine predictors of perceived value for S-commerce sites. Originality/value – This study represents an initial investigation to elucidate the influence of quality, technology, and trust on customers' purchase intentions and word-of-mouth behavior during Indian consumers' transition to social commerce, thereby enabling marketers to enhance their business and customer retention strategies.

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