The determinants of the use of social commerce in Saudi Arabia across different age groups

Authors

Abdulrahman Andijani, King Abdulaziz UniversityFollow
Kyeong Kang, University of Technology SydneyFollow

Paper Number

1112

Abstract

This study examines the effects of payment methods, habit, ease of use and price value on Saudi customers’ purchase intention and use of social (s)-commerce. We also examine the moderating role of customer age on payment methods, habit, ease of use, price value and purchase intention relationship. We obtained data from 497 Saudi customers who belongs to different age groups and were regular users of different social media platforms. Our structural equation modeling results show that payment methods, habit, ease of use and price value are positively related to purchase intention. The results also indicate that purchase intention positively predicts customer use of s-commerce. Moreover, our results show that the influence of payment methods, habit, ease of use and price value is varying on purchase intention because of the customer age profiles. This study provides insights to s-commerce literature in Saudi context and opens new avenues for future research.

Comments

Paper Number 1112

Recommended Citation

Andijani, Abdulrahman and Kang, Kyeong, "The determinants of the use of social commerce in Saudi Arabia across different age groups" (2022). PACIS 2022 Proceedings. 202.
https://aisel.aisnet.org/pacis2022/202