A Study of Establishing A Conceptual Model for Understanding The Impact of Social Commerce on Consumer Decision Making With Social Support Perspective

The introduction of social commerce ushered in a new era in business-consumer interaction. As a result, more power has passed from the vendor to the buyer, primarily fueling e-commerce acceptance. As a result, understanding consumer behaviour in the context of social commerce adoption has become essential for businesses looking to persuade customers by using the power of social ties and support.Furthermore, such social ties will facilitate trust as the most promising benefit while reducing perceived risk, which has always been a critical problem with online commerce. This study proposes a paradigm for understanding the impact of social commerce on the stages of the consumer decision-making process: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behaviour, with a focus on social support. In this respect, relevant literature in the subject of social commerce either (1) lacks an adequate explanatory model, (2) has a solid theoretical base, or (3) contains practically complex theories with insufficient empirical data. The research model applies the Social Commerce Constructs (SCC): recommendations and referrals, forums and communities, and ratings and reviews to study the respective influence on the consumer decision-making process phases. This paper aims to understand the influence of social commerce on an integrative model that incorporates all customer choice phases while expecting new knowledge. Furthermore, it is advised that this conceptual model be empirically verified to evaluate the practical consequences.