The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

This paper investigates the dual effect of positive and negative digital communication reinforcement drivers on purchase intention within the social commerce environment, utilizing the Theory of Planned Behavior (TPB). The study examines the mediating role of perceived usefulness and the moderating role of habit. Data from 490 Pakistani social media users, collected using a time-lag approach, were analyzed with SmartPLS. Results indicate significant effects of interactivity, argument quality, and privacy concerns on purchase intention. Perceived usefulness partially mediated these relationships, and habit significantly moderated the relationship between perceived usefulness and purchase intention. The findings advance TPB understanding and offer practical implications for businesses operating on social commerce platforms.

Kareem M. Selem, Muhammad Haroon Shoukat, Syed Asim Shah, Marianny Jessica de Brito Silva