Factors affecting consumers purchase intention on social commerce among university students in northern Malaysia

Social commerce emerged from e-commerce due to the growth of social media usage in present day where people actively contribute in sharing their experience on social commerce through such platforms. The purpose of this study was to examine the factors that affect consumers purchase intention on social commerce among university students in Northern Malaysia. The current study adopted Technology Acceptance Model (TAM) to generate a research framework. The objectives of study are to examine the impact of information richness, perceived usefulness, perceived ease of use, and social commerce constructs towards consumers purchase intention. A survey was distributed through online questionnaire focuses on university students in Northern Malaysia namely UUM, UniMAP and UiTM Kedah. A total of 367 data was collected and used for analyses purpose using PLS-SEM tools. The findings of this study indicate information richness, perceived usefulness, social commerce constructs and trust has significant positive influence on consumers purchase intention. However, perceived ease of use shows insignificant result in current study. The implication, limitation and recommendations for future studies were further discussed.