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

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

Edition: Volume 11 Issue 6, June 2022,

Pages: 1760 - 1768

How to Download this Article?

Type Your Valid Email Address below to Receive the Article PDF Link

Verification Code will appear in 2 Seconds ... Wait

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

Similar Articles with Keyword 'young consumer'

The Impact of Perceived Corporate Social Responsibility Practices on young Vietnamese People?s Behavioural Intention to Purchase Food and Beverages in Ho Chi Minh City

Factors Influencing Brand Awareness on Social Media Flatforms in Vietnam: The Case of Young Tiktok Users in Ho Chi Minh City