Influencing Factors of Consumers’ Satisfaction and Purchase Intention toward Social Commerce Context in Hangzhou, China
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Purpose: This study explores the impact of factors on customer satisfaction and purchase intention in the context of increasingly sophisticated and comprehensive social commerce in Hangzhou. The study results show that social commerce relies on social platforms for transactions and provides consumers with more diversified consumption modes through innovative ways such as social interaction and user-generated content. Research design, data, and methodology: The researcher used a questionnaire to collect 500 valid data from Hangzhou citizens who have experience in social commerce shopping. A combination of non-probability and probability sampling was used to analyze the data using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to test the model's fit, reliability, and validity. Results: Customer Service, shipping, utilitarian value, hedonic value, trust in e-commerce, e-WOM engagement, and customer satisfaction all have a significant effect on customer satisfaction and purchase intention in social commerce. Customer service has the highest impact on customer satisfaction, followed by hedonic value on purchase intention and customer satisfaction. Conclusions: Nine hypotheses were confirmed to be able to achieve the research objectives. Therefore, social commerce enterprises should actively consider the above-influencing factors in their development and innovation to enhance the brand effect and market value.
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