The Effect of E-Commerce Factors on Consumer Purchasing Behavior

As the digital landscape evolves, consumer confidence within social environments increasingly shapes their purchasing choices. This shift presents new opportunities for entrepreneurs leveraging social commerce to enhance sales. While previous research focused largely on digital trust elements, like the reliability of user reviews, exploring consumer behavior requires considering various influencing factors. This study seeks to create a dependable structure for internet-based enterprises. Through a Google form circulated across platforms like Telegram, Twitter, Instagram, WhatsApp, and Line between January 1
^st
and January 8
^th
, 2024, a group of 277 participants was collected. Among them, 256 met the eligibility criteria, while 21 did not, and the data collected was later analyzed using SmartPLS 4. The study’s outcomes were not quite satisfactory, as 2 hypotheses were rejected on which social support and customers satisfaction have not had a positive impact towards purchasing behavior, while the other 5 have been accepted. Essentially, this study underscores the substantial influence of customer trust in e-commerce reviews and the significance of s-commerce in shaping customer satisfaction and loyalty within marketplaces.