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This study was conducted in order to understand how social factors shape purchase
intention in social commerce among millennials. According to the research, social
commerce constructs, namely reviews, communities, recommendations and social media
influencers, have an impact on perceived usefulness, which in turn creates trust among
consumers. Finally, the trust generated through these constructs leads to the intention to
buy on social commerce sites. While this model has been previously tested, this study
makes an important contribution. First of all, the research results demonstrate that social
media influencers can be in fact considered as a part of social factors that affect consumer
behavior in social commerce. Secondly, each individual construct has proved to shape
purchase intention, as opposed to the overall concept of social commerce constructs.
Finally, reviews & ratings turned out to have the strongest impact on consumers among all
other constructs, whereas social media influencers the lowest.
