Document Type : Original Article
Authors
1 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba'i, Tehran, Iran
2 Graduated in Business Administration, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
Abstract
The rapid increase in e-commerce exchanges has created a new pattern in world trade; Customers in social commerce can generate content and share their information and experiences about products and with others. Such a possibility brings opportunities and threats for businesses, and according to these conditions, it is very important to examine consumer behavior. The purpose of this research is to investigate the impact of the richness of social commerce features on the stickiness of the Digikala store website based on digital behavioral data. In terms of the paradigm of positivism, the current research is considered to be a cross-sectional study in terms of applied orientation and in terms of the nature of quantitative data and descriptive research and in terms of time index. In order to achieve this goal, 384 people were randomly selected by using the real digital behavioral data of DigiKala customers from digital behavioral information registration software and a questionnaire. The research method is the structural equation modeling approach. The feature richness of social commerce has a direct impact on trust, perceived pleasure, and perceived usefulness.
Keywords