How Social Commerce Shopping Platform (SCSP) Can Impact Purchase Intentions: A Qualitative Interview Study with University Females

Abstract

This study explores the impact of different motivational factors on university female students and staff impact on purchase intention using social commerce purchasing platforms. This research aims to explore the view of female users in social media on their motivation to purchase on social commerce shopping platforms'. The research question for this study is, how and why do different motivational factors affect a female user to purchase products? The data for the study was collected to test our conceptual framework through a qualitative interview-based study. A questionnaire of twelve to fifteen questions was made, keeping in the objectives and goals of the study. Simple random sampling was done, where the target population was university students and academicians precisely females who are social commerce users. This study makes two important contributions. Through qualitative interview-based study from university females, including both academicians and students, I discover that certain motivation factors could impact female online purchase intentions using emerging digital platforms. First is in determining the perceived usefulness effect of SCSP on purchase intention consistent with the call to better understand the effects on PI: Drawing on theory, this study investigates how different dimensions of intrinsic motivations enhance or decrease the impact of perceived usefulness of SCSP on purchase intention. This study extends prior research on an intention to purchase in a relatively new context of the perceived usefulness of SCSP by offering insights into individual motivation. This study provides support for the importance of extrinsic motivation in influencing purchase intention through the usefulness of SCSP. This study includes the perceived intention of females towards social media buying and factors affecting their purchasing behavior. The background literature review has been given where different times of external and internal factors are discussed that affect the intentions or purchaser's decision and intentions towards social commerce buying.