The effect of attitude towards social commerce on purchasing intention

Social commerce, as a sub-branch of e-commerce, is defined as a commerce model that enables consumers to interact with social media platforms during the online shopping process. This model focuses on building trust through elements such as comments, reviews and shares on social networks, taking the shopping experience beyond just purchasing products or services. This research aims to examine the impact of factors on the purchase intention of individuals who shop on social commerce platforms. The study analyzes the relationships between variables such as seller uncertainty, product uncertainty, and user-generated content (UGC) support and purchase intention, and the indirect effect of attitude towards social commerce through mediation. In addition, to evaluate the impact of attitude towards social commerce on purchase intention. Data were collected online through a questionnaire. The questionnaire was prepared in Google Form environment and sent to approximately 5,000 people via WhatsApp using convenience sampling method and the responses obtained from a total of 457 participants were statistically analyzed using AMOS 24 software. The results of the study revealed that vendor and product uncertainty and UGC support positively affect purchase intention. In addition, it was found that attitude towards social trade has an indirect mediating role in the effect of seller uncertainty and UGC support on purchase intention and attitude towards social trade has a positive effect on direct purchase intention.