Influence of Social Connectedness on Apparel Purchases through Social Commerce

Abstract

<p>The present study expands the scope of social media research by investigating whether social connectedness influences the motivations for using social commerce and consequent attitude toward and purchases of apparel products through social commerce (i.e., apparel shopping through social media platforms). A new conceptual framework was proposed by incorporating variables from self-psychology theory and the technology acceptance model. A convenience sample of 531 respondents between the ages of 18 and 24 completed an online survey. The results confirmed social connecteness positively influences consumers attitude toward and intention to adopt social commerce. The present study provides new insight—TAM variables mediate the relationship between social connectedness and attitude toward social commerce.</p>