SOCIAL PRESENCE AND REPURCHASE INTENTION IN SOCIAL COMMERCE PLATFORMS: THEORETICAL REVIEW
Downloads
Objective: This study aims to investigate how social commerce, as a subset of online buying integrated with social media interaction, influences consumer behaviors such as repurchase intention and active engagement. Method: The research framework is grounded in Social Exchange Theory (SET) and the Theory of Planned Behaviour (TPB), examining the relationships among social presence, trust, and customer engagement. Results: Findings indicate that social presence—defined as the perception of warm, personal, and authentic connections—plays a pivotal role in fostering trust, reducing online transaction risks, and enhancing customer loyalty. Furthermore, increased engagement within social commerce platforms was found to strengthen community growth and brand attachment, ultimately driving sustainable repurchasing behaviors. Novelty: This study contributes by addressing a critical gap in the literature concerning retention and loyalty beyond initial adoption, offering both theoretical insights and practical strategies for cultivating genuine online communities that transform satisfied consumers into long-term brand advocates.
H. Alhulail, M. Dick, and A. Abareshi, “The Influence of Word of Mouth on Customer Loyalty to Social Commerce Websites: Trust as a Mediator,” in Recent Trends in Data Science and Soft Computing, Springer International Publishing, 2018, pp. 1025–1033. doi: 10.1007/978-3-319-99007-1_95.
H. Ames, C. Glenton, and S. Lewin, “Purposive sampling in a qualitative evidence synthesis: a worked example from a synthesis on parental perceptions of vaccination communication,” BMC Med Res Methodol, vol. 19, no. 1, Jan. 2019, doi: 10.1186/s12874-019-0665-4.
S. Aren, M. Güzel, E. Kabadayı, and L. Alpkan, “Factors Affecting Repurchase Intention to Shop at the Same Website,” Procedia Soc Behav Sci, vol. 99, pp. 536–544, Nov. 2013, doi: 10.1016/j.sbspro.2013.10.523.
Y. Baghdadi, “A framework for social commerce design,” Inf Syst, vol. 60, pp. 95–113, Aug. 2016, doi: 10.1016/j.is.2016.03.007.
L. Bricci, A. Fragata, and J. Antunes, “The Effects of Trust, Commitment and Satisfaction on Customer Loyalty in the Distribution Sector,” Journal of Economics, Business and Management, vol. 4, no. 2, pp. 173–177, 2016, doi: 10.7763/joebm.2016.v4.386.
S. Campbell et al., “Purposive sampling: complex or simple? Research case examples,” Journal of Research in Nursing, vol. 25, no. 8, pp. 652–661, Jun. 2020, doi: 10.1177/1744987120927206.
C. Carlson, G. Peterson, and D. Day, “Utilizing Portable Learning Technologies to Improve Student Engagement and Retention,” IEEE Transactions on Education, vol. 63, no. 1, pp. 32–38, Feb. 2020, doi: 10.1109/te.2019.2941700.
X. Chen et al., “Lithiophilicity chemistry of heteroatom-doped carbon to guide uniform lithium nucleation in lithium metal anodes,” Sci Adv, vol. 5, no. 2, Feb. 2019, doi: 10.1126/sciadv.aau7728.
X. Cheng, Y. Bao, A. Zarifis, W. Gong, and J. Mou, “Exploring consumers’ response to text-based chatbots in e-commerce: the moderating role of task complexity and chatbot disclosure,” Internet Research, vol. 32, no. 2, pp. 496–517, Jul. 2021, doi: 10.1108/intr-08-2020-0460.
S. Johns, “My Journey to Conducting Mixed Methods Research,” in Scholarly Inquiry in Academic Advising, Routledge, 2023, pp. 176–181. doi: 10.4324/9781003446903-14.
E. A. Drost, “Validity and Reliability in Social Science Research,” Education Research and Perspectives, vol. 38, pp. 105–123, 2011, doi: 10.70953/erpv38.11005.
M. Fransen, S. McConnell, G. Hernandez-Molina, and S. Reichenbach, “Exercise for osteoarthritis of the hip,” Jul. 2009, John Wiley & Sons, Ltd. doi: 10.1002/14651858.cd007912.
A. M. Gamboa and H. M. Gonçalves, “Customer loyalty through social networks: Lessons from Zara on Facebook,” Bus Horiz, vol. 57, no. 6, pp. 709–717, Nov. 2014, doi: 10.1016/j.bushor.2014.07.003.
M. Sarstedt, C. M. Ringle, and J. F. Hair, “Partial Least Squares Structural Equation Modeling,” in Handbook of Market Research, Springer International Publishing, 2017, pp. 1–40. doi: 10.1007/978-3-319-05542-8_15-1.
J. F. Hair et al., “Executing and interpreting applications of PLS-SEM: Updates for family business researchers,” Journal of Family Business Strategy, vol. 12, no. 3, p. 100392, Sep. 2021, doi: 10.1016/j.jfbs.2020.100392.
J. F. Hair, B. J. Babin, C. M. Ringle, M. Sarstedt, and J.-M. Becker, “Covariance-based structural equation modeling (CB-SEM): a SmartPLS 4 software tutorial,” Journal of Marketing Analytics, Jun. 2025, doi: 10.1057/s41270-025-00414-6.
J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” European Business Review, vol. 31, no. 1, pp. 2–24, Jan. 2019, doi: 10.1108/ebr-11-2018-0203.
J.-J. Hew, M. N. B. A. Badaruddin, and M. K. Moorthy, “Crafting a smartphone repurchase decision making process: Do brand attachment and gender matter?,” Telematics and Informatics, vol. 34, no. 4, pp. 34–56, Jul. 2017, doi: 10.1016/j.tele.2016.12.009.
J. Ul Islam and Z. Rahman, “The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm,” Telematics and Informatics, vol. 34, no. 4, pp. 96–109, Jul. 2017, doi: 10.1016/j.tele.2017.01.004.
P. K. Chopdar and J. Balakrishnan, “Drivers of Mobile Commerce Application Satisfaction and Consumer Repurchase Intentions–Model,” 2020, American Psychological Association (APA). doi: 10.1037/t82107-000.
K. Sienicki, “Comment on the Paper Titled ’The Origin of Quantum Mechanical Statistics: Insights from Research on Human Language’ (arXiv preprint arXiv:2407.14924, 2024),” Dec. 2024, doi: 10.20944/preprints202411.2377.v1.
J. Yeon, I. Park, and D. Lee, “What creates trust and who gets loyalty in social commerce?,” Journal of Retailing and Consumer Services, vol. 50, pp. 138–144, Sep. 2019, doi: 10.1016/j.jretconser.2019.05.009.
Y.-L. Wu and E. Y. Li, “Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective,” Internet Research, vol. 28, no. 1, pp. 74–104, Feb. 2018, doi: 10.1108/intr-08-2016-0250.
L. M. Verhagen, R. de Groot, C. A. Lawrence, J. Taljaard, M. F. Cotton, and H. Rabie, “COVID-19 response in low- and middle-income countries: Don’t overlook the role of mobile phone communication,” International Journal of Infectious Diseases, vol. 99, pp. 334–337, Oct. 2020, doi: 10.1016/j.ijid.2020.07.069.
G. W.-H. Tan, K.-B. Ooi, S.-C. Chong, and T.-S. Hew, “NFC mobile credit card: The next frontier of mobile payment?,” Telematics and Informatics, vol. 31, no. 2, pp. 292–307, May 2014, doi: 10.1016/j.tele.2013.06.002.
G. W.-H. Tan and K.-B. Ooi, “Gender and age: Do they really moderate mobile tourism shopping behavior?,” Telematics and Informatics, vol. 35, no. 6, pp. 1617–1642, Sep. 2018, doi: 10.1016/j.tele.2018.04.009.
M. Shen et al., “Recent advances in toxicological research of nanoplastics in the environment: A review,” Environmental Pollution, vol. 252, pp. 511–521, Sep. 2019, doi: 10.1016/j.envpol.2019.05.102.
H. Shaari and I. S. Ahmad, “The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour,” Malaysian Management Journal, vol. 20, 2020, doi: 10.32890/mmj.20.2016.9042.
E. Ethier and É. Dionne, “Salkind, N. J. (2013). Tests & Measurement for People Who (Think They) Hate tests & Measurement (2nd ed.). Los Angeles, CA: SAGE Publications, Inc.,” Mes Eval Educ, vol. 36, no. 2, p. 149, 2013, doi: 10.7202/1024419ar.
Md. H. U. Rashid, M. Nurunnabi, M. Rahman, and Md. A. K. Masud, “Exploring the Relationship between Customer Loyalty and Financial Performance of Banks: Customer Open Innovation Perspective,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 6, no. 4, p. 108, Dec. 2020, doi: 10.3390/joitmc6040108.
S. A. Rehman Khan and Z. Yu, “Assessing the eco-environmental performance: an PLS-SEM approach with practice-based view,” International Journal of Logistics Research and Applications, vol. 24, no. 3, pp. 303–321, Apr. 2020, doi: 10.1080/13675567.2020.1754773.
H. Qin, B. Osatuyi, and L. Xu, “How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective,” Journal of Retailing and Consumer Services, vol. 63, p. 102680, Nov. 2021, doi: 10.1016/j.jretconser.2021.102680.
K. S. Namahoot and T. Laohavichien, “Assessing the intentions to use internet banking: The role of perceived risk and trust as mediating factors,” International Journal of Bank Marketing, vol. 36, no. 2, pp. 256–276, Apr. 2018, doi: 10.1108/ijbm-11-2016-0159.
A. Pansari and V. Kumar, “Customer engagement: the construct, antecedents, and consequences,” J Acad Mark Sci, vol. 45, no. 3, pp. 294–311, Jun. 2016, doi: 10.1007/s11747-016-0485-6.
W. Nadeem, A. H. Khani, C. D. Schultz, N. A. Adam, R. W. Attar, and N. Hajli, “How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust,” Journal of Retailing and Consumer Services, vol. 55, p. 102136, Jul. 2020, doi: 10.1016/j.jretconser.2020.102136.
S. Molinillo, R. Aguilar-Illescas, R. Anaya-Sánchez, and F. Liébana-Cabanillas, “Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use,” Journal of Retailing and Consumer Services, vol. 63, p. 102404, Nov. 2021, doi: 10.1016/j.jretconser.2020.102404.
S. Molinillo, R. Anaya-Sánchez, and F. Liébana-Cabanillas, “Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites,” Comput Human Behav, vol. 108, p. 105980, Jul. 2020, doi: 10.1016/j.chb.2019.04.004.
A. Malhotra and C. Kubowicz Malhotra, “Evaluating Customer Information Breaches as Service Failures: An Event Study Approach,” J Serv Res, vol. 14, no. 1, pp. 44–59, Nov. 2010, doi: 10.1177/1094670510383409.
N. Meilatinova, “Social commerce: Factors affecting customer repurchase and word-of-mouth intentions,” Int J Inf Manage, vol. 57, p. 102300, Apr. 2021, doi: 10.1016/j.ijinfomgt.2020.102300.
M. Liu, S. Min, W. Ma, and T. Liu, “The adoption and impact of E-commerce in rural China: Application of an endogenous switching regression model,” J Rural Stud, vol. 83, pp. 106–116, Apr. 2021, doi: 10.1016/j.jrurstud.2021.02.021.
N. S. B. C. Lah, A. R. B. C. Hussin, and H. B. M. Dahlan, “Information Relevance Factors of Argument Quality for E-Commerce Consumer Review,” in Recent Trends in Data Science and Soft Computing, Springer International Publishing, 2018, pp. 871–881. doi: 10.1007/978-3-319-99007-1_81.
C. Lin and W. Lekhawipat, “Factors affecting online repurchase intention,” Industrial Management & Data Systems, vol. 114, no. 4, pp. 597–611, May 2014, doi: 10.1108/imds-10-2013-0432.
S. Kim and H. Park, “Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance,” Int J Inf Manage, vol. 33, no. 2, pp. 318–332, Apr. 2013, doi: 10.1016/j.ijinfomgt.2012.11.006.
Z. Kemény, R. J. Beregi, G. Erdős, and J. Nacsa, “The MTA SZTAKI Smart Factory: Platform for Research and Project-oriented Skill Development in Higher Education,” Procedia CIRP, vol. 54, pp. 53–58, 2016, doi: 10.1016/j.procir.2016.05.060.
M. Ketokivi, “Avoiding bias and fallacy in survey research: A behavioral multilevel approach,” Journal of Operations Management, vol. 65, no. 4, pp. 380–402, Mar. 2019, doi: 10.1002/joom.1011.
J. Cohen, Statistical Power Analysis for the Behavioral Sciences. Routledge, 2013. doi: 10.4324/9780203771587.
C. Yuan, J. Wang, and W. Lu, “Regulation of semen quality by fatty acids in diets, extender, and semen,” Front Vet Sci, vol. 10, p. 1119153, 2023.
J. Xu et al., “Modulation of liver metabolism and gut microbiota by Alhagi-honey alleviated heat stress-induced liver damage,” Stress Biology, vol. 4, no. 1, Sep. 2024, doi: 10.1007/s44154-024-00178-6.
Copyright (c) 2025 Jiao Ying Da, Ooi Boon Keat
This work is licensed under a Creative Commons Attribution 4.0 International License.
