Consumer intentions to engage in s-commerce: a cross-national study

Constanza Bianchi, Lynda Andrews, Melanie Wiese, Syed Fazal-E-Hasan

Research output: Contribution to journalArticlepeer-review

46 Scopus citations


Social media has reached global proportions; yet, little is known about how consumers engage with firms in ways that lead to social commerce (s-commerce)–an emerging area of importance in the literature. This study addresses this gap and extends previous research by examining factors that influence consumers’ intentions to engage in s-commerce in four countries: Chile, Spain, South Africa and Australia. Specifically, this study develops and tests a model of consumers’ intentions to engage in s-commerce through brands’ Facebook pages incorporating personal variables (involvement in brands’ products and services, satisfaction with brands’ Facebook page), trust variables (message credibility of Facebook posts, trust in firms’ Facebook) and social variables (peer communication, social media dependency, online social interaction propensity) on predicting intentions to purchase products and services through brands’ Facebook pages if s-commerce was available to them. The findings show that the main drivers of s-commerce engagement are message credibility, trust in the brands’ Facebook, involvement, peer communication and online social interaction propensity, as influencers of consumer satisfaction with brands’ Facebook and social media dependency, which in turn drive intentions to engage in s-commerce. Contributing to theory and practice, these relationships are discussed for the four countries involved in the study.

Original languageEnglish
Pages (from-to)464-494
Number of pages31
JournalJournal of Marketing Management
Issue number5-6
StatePublished - 24 Mar 2017


  • Facebook
  • Social commerce
  • consumer behaviour
  • s-commerce
  • social media


Dive into the research topics of 'Consumer intentions to engage in s-commerce: a cross-national study'. Together they form a unique fingerprint.

Cite this