The influence of social commerce information sharing on purchase intention and perceived risk: the mediating role of customer relationship quality and the moderating role of online reviews in the Turkish market

Autor: Afra Larfi, Sabri Öz, Muhannad Alboji, Turgut Gökçek, Gaye Gülsima Güzel
Jazyk: angličtina
Rok vydání: 2025
Předmět:
Zdroj: International Journal of Data and Network Science, Vol 9, Iss 1, Pp 11-26 (2025)
Druh dokumentu: article
ISSN: 2561-8148
2561-8156
DOI: 10.5267/j.ijdns.2024.11.004
Popis: Social commerce is an effective instrument for enterprises aiming to expand their customer base and enhance revenues. By mastering the implementation of social media platforms (SMPs) and surmounting the accompanying hurdles, brands may achieve significant achievements in social commerce. The article investigates the impact of social commerce information sharing (SCIN) on purchase intention and perceived risk in Turkey. This examines the influence of SCIN on customer relationship quality (CRQ) dimensions, including brand trust, commitment, and satisfaction. The study precisely intends to investigate the mediating of CRQ dimensions in the relationship between SCIN and purchase intention. The study also examines the mediator role of perceived risk in the relationship between SCIN and purchase intention. Also, the study examines how online reviews moderate the relationship between SCIN and customer outcomes such as purchase intention and perceived risk. The current study employs a sample of 314 participants from Turkey to explore the relationship between SCIN, brand trust, commitment, satisfaction, purchase intention, and perceived risk. The proposed conceptual model is tested using the Structural Equation Modeling-AMOS statistical approach. The results show that SCIN strongly predicts perceived risk, purchase intention, and CRQ dimensions, such as brand trust, commitment, and satisfaction. Furthermore, the study reveals that perceived risk does not directly mediate the relationship between SCIN and purchase intention. Instead, it confirms that purchase intention is a significant consequence of CRQ dimensions and perceived risk. The results also indicate that online reviews do not moderate the relationship between SCIN and customer outcomes, such as perceived risk and purchase intention. In summary, this study underscores the pivotal role of SCIN in influencing the decision-making process of Turkish customers, particularly in the context of making purchases. The findings carry significant practical implications for marketers of SMPs aiming to influence Turkish consumers, providing valuable insights to enhance their strategy in the Turkish market.
Databáze: Directory of Open Access Journals
Externí odkaz: