Impact of consumer interaction on social commerce intention comparing Facebook and Instagram

This study aims to investigate the factors that influence consumer behaviour to conduct social commerce (s-commerce) activities. By comparing two social networking sites, namely, Facebook and Instagram, the present work analysed the impact generated by the interaction between consumers to build trust, which motivates users to implement s-commerce activities. Data from 800 users of Facebook and Instagram was collected and analysed using partial least squares structural equation modelling. To compare user behaviour when using Facebook and Instagram, we applied a multi-group analysis measurement. The results indicated the positive impact of s-commerce constructs, trust, perceived usefulness, and perceived ease of use on s-commerce intention. The research found that the interaction between consumers when using Facebook and Instagram is a driver of s-commerce activities. The multi-group analysis revealed a similar conduct for users when using the social networks for the constructs evaluated in this study. This study is one of the few that explain consumer behaviour in s-commerce activities in an emerging market environment. The findings contribute to the knowledge framework by enhancing the understanding of the determinants of the adoption of s-commerce among consumers and social networks.