Factors Influencing Purchase Intention on Social Commerce – A Preliminary Study

Abstract

This preliminary study seeks to explore the factors influencing purchase intention on social commerce platforms among young Portuguese consumers. Understanding these factors is essential, as social commerce continues to grow rapidly, particularly among younger demographics who increasingly rely on social media for purchasing decisions. Portugal serves as an ideal context for this investigation due to the lack of relevant research in social commerce and to its flourishing digital economy and the high social media engagement among its youth population. To gain deeper insights into these consumer behaviours and preferences, a focus group was conducted with nine participants who actively engage with social media platforms, aiming to get insights on the key elements that shape consumer behaviours in online shopping environments. The discussion, recorded in participants' native language, was later transcribed and translated for analysis. Key findings revealed that trust is a critical factor, with participants emphasizing the importance of costumer reviews, clear return policies and secure payment options. Additionally, personalised shopping experiences, leveraging social media’s customisation capabilities, were highlighted as significant drivers of purchase intention. Participants also suggested that social commerce platforms could boost visibility for small and local businesses through discoverability features. The use of interactive tools, such as live videos, was identified as the main way to build trust and engagement. These insights offer valuable implications for social commerce platforms and sellers aiming to enhance user trust and increase purchase intention. The findings offer valuable insights into consumer behaviour in social commerce, informing platform design strategies to optimize consumer involvement and improve purchase intentions.