An exploration of the factors that impact customer experience in social commerce websites

Social commerce explains a subgroup of e-commerce, including the utilization of online media, social media that support the social relations and input of the user to assist in the sales and purchase of services and products. This study explores the relationships affecting the customer experience phenomenon with respect to social commerce. The relationships between factors associated with the customer experience as well as the role it plays in the social commerce have been measured using a survey method. A total of 372 students from Saudi Arabia studying in Australia and present at the Saudi Arabia UBT University were surveyed. To test the measurement and structural model as well as study the interconnection between variables, the study made use of partial least square (PLS). The results show that the entire Trust and Social Influence dimensions have a considerable relationship with customer experience. In addition, the Word of Mouth was another variable that impacted the Trust and Social Influence extremely strongly and in the specific situation of the social commerce. This research also recognizes that in the social commerce field, several factors influence the customer experience in a different manner in comparison to the factors that influence the customer experience in usual face-to-face transactions of buying and selling. This research is anticipated to help businesses in putting their strategies to book, while overly pioneering the development of the social commerce businesses. The results obtained from this study will add some facts to the present literature relating to social commerce and also serve as a chance for researchers to cut into more profoundly into the different factors that relate with the customer experience in the social commerce.