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<p>The increasing popularity of social media has given rise to social commerce, enabling online buying and selling using Internet technology. This study examines the factors that influence behavioral intentions to use social commerce and how this behavior affects purchasing intentions and sustainable consumption behavior. The conceptual framework of this study is developed from the theory of planned behavior, the unified theory of acceptance and use of technology, and the technology acceptance model, with the addition of sustainable consumption behavior and satisfaction as moderator. Social commerce enables knowledge creation, sharing, and application by allowing users to generate and exchange product-related content, promoting informed and sustainable purchasing decisions. By integrating digital technologies with user-driven content, it supports the knowledge economy and fosters smarter, more sustainable consumption. Data was collected from users who frequently engage in social commerce, and a total of 415 responses were gathered. This study used partial least squares structural equation modelling for data analysis. The findings of the study revealed that the behavioral intention of consumers is influenced by social influence, perceived usefulness, and perceived ease of use. Perceived behavior control doesn’t influence behavioral intention, which contradicts the previous literature. In addition, the study examined the moderating effect of satisfaction that influenced the behavioral intention to use s-commerce and purchase intention. Furthermore, the novelty of this study lies in the finding that behavioral intention to use social commerce significantly influences both sustainable consumption behavior and purchase intention, suggesting that these platforms influence both buying behavior and sustainability. This study positions social commerce as a key driver of the knowledge economy by enabling peer learning, community endorsements, and real-time knowledge sharing, empowering consumers as knowledge agents in digital ecosystems and promoting sustainability-aligned decisions. The findings offer implications for social commerce practitioners and policymakers to focus on leveraging social influence and user-friendly interfaces to boost adoption and enhance satisfaction to drive purchases and sustainable consumption behaviors.</p>

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From Clicks to Conscious Choices: Exploring Consumer Behavior in Adopting Social Commerce and its Role in Encouraging Consumption Behavior

  • 期刊论文

  • 发表日期：

    2026年3月21日

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  • Li Xiaomei,
  • Ihsan Ullah Aman

摘要

The increasing popularity of social media has given rise to social commerce, enabling online buying and selling using Internet technology. This study examines the factors that influence behavioral intentions to use social commerce and how this behavior affects purchasing intentions and sustainable consumption behavior. The conceptual framework of this study is developed from the theory of planned behavior, the unified theory of acceptance and use of technology, and the technology acceptance model, with the addition of sustainable consumption behavior and satisfaction as moderator. Social commerce enables knowledge creation, sharing, and application by allowing users to generate and exchange product-related content, promoting informed and sustainable purchasing decisions. By integrating digital technologies with user-driven content, it supports the knowledge economy and fosters smarter, more sustainable consumption. Data was collected from users who frequently engage in social commerce, and a total of 415 responses were gathered. This study used partial least squares structural equation modelling for data analysis. The findings of the study revealed that the behavioral intention of consumers is influenced by social influence, perceived usefulness, and perceived ease of use. Perceived behavior control doesn’t influence behavioral intention, which contradicts the previous literature. In addition, the study examined the moderating effect of satisfaction that influenced the behavioral intention to use s-commerce and purchase intention. Furthermore, the novelty of this study lies in the finding that behavioral intention to use social commerce significantly influences both sustainable consumption behavior and purchase intention, suggesting that these platforms influence both buying behavior and sustainability. This study positions social commerce as a key driver of the knowledge economy by enabling peer learning, community endorsements, and real-time knowledge sharing, empowering consumers as knowledge agents in digital ecosystems and promoting sustainability-aligned decisions. The findings offer implications for social commerce practitioners and policymakers to focus on leveraging social influence and user-friendly interfaces to boost adoption and enhance satisfaction to drive purchases and sustainable consumption behaviors.