Customer Experience in Social Commerce Websites: Toward an Integrated Conceptual Framework

Abstract

Social Commerce (SC) is the new stream of e-commerce, as it takes advantage of the interactive information technology platforms and help customers on their online activates. Although social commerce is another phase of e-commerce, the factors that influence customer experience in social commerce might not be the same as the factors that influence customer experience in e-commerce. This paper identifies the relationships that affect the customer experience phenomenon with respect to social commerce. To analyze the measurement and structural models, the authors employed “the Smart PLS application program, particularly the Partial Least Squares Structural Equation Modelling” (PLS-SEM) technique. This study is an in-depth analysis of the factors that influence customer experience in social commerce, which may add value to the existing literature on social commerce.