What Motivates People to Participate in Social Commerce? A Case Study of Vietnamese Youth in Ho Chi Minh City

Huan Vo, Anh Bui

Abstract: Social commerce emerges as a recently rising phenomenon of e-commerce and the growing role of social media with a rapid expansion. This study investigates the Vietnam?s social commerce sector, focusing on social elements that influence young consumers' purchasing intention. The theoretical framework of this study includes six independent variables (economy, necessity, reliability, interaction, sales promotion, and eWOM engagement), one dependent variable (purchase intention), and the impact of social support on eWOM. Findings of this article reveal that there are strong correlations between the postulated relationships and provides suggestions for businesses looking to extend their social commerce activities.

Keywords: social commerce, social support, purchasing intention, young consumer, Vietnam