Factors Influencing Purchase Intentions in Smart City Social Commerce

Social media commerce is known as S-commerce as a subset of e-commerce. It’s an industry that can save time and effort for people in purchasing products and is a crucial step to move in the era of smart city. It is also a new online shopping trend in Thailand in recent years. In this research, we aim to investigate "trust" from different perspectives by modifying the TPB model to understand the purchase characteristic using confirmatory factor analysis and the structural equation model. The research took into consideration crucial behavioral aspects, including purchase norm (PN), purchase attitude (PA), and purchase behavior control (PBC). According to the research gap, we included trust in payment methods (TP) and trust in logistics providers (TL) to examine the purchase characteristic of s-commerce platforms in Thailand. The finding of this research can help comprehend which factors can influence the s-commerce consumer and future purchase intention for s-commerce business development and who is interested in joining s-commerce business need to concern.