Factors Influencing Social Commerce Intention from a Consumer Perspective with Emphasis on Mediating Role of Perceived Risk; Case Study: Social Media Users in Isfahan Province

The growing global revenue generated by social commerce illustrates the unquestionable potential of this large market for businesses. Undoubtedly, customers’ engagement in social media is a determinant factor in the success of active businesses in this field. The purpose of the present study is to investigate the impact of perceived hedonic value and social commerce constructs on the social commerce intention directly as well as through perceived risk variable. Statistical population is social media users in Isfahan city. Data collected from 214 people were analyzed. SPSS software was used for descriptive data analysis. Data collection tool was a standard questionnaire whose validity was confirmed by expert professors and its reliability was confirmed by using Cronbach's alpha coefficient (0.87). Hypothesis analysis using structural equation modeling with partial least squares approach was performed with Smart PLS software. The results showed that perceived hedonic value and social commerce constructs had a negative impact on perceived risk. Social commerce constructs had a negative effect on perceived risk. Also, perceived risk negatively affects the social commerce intention. In addition, the mediating role of perceived risk variable in the relationship between perceived hedonic value as well as social commerce constructs with the social commerce intention was confirmed.