Role of Social Commerce Forums in Establishing Purchase Intention: A Nexus Between Credibility, Trust and E-Commerce Satisfaction

Social media is persuading to consumers in field of social commerce (S-Commerce) by providing goods or services and fulfill their demands in a very short period of time. Electronic-satisfaction (e-satisfaction) and credibility have distinctive activities of social media that motivate and successively build the trust at various stages of purchase intentions. For better understanding it is necessary to recognize the factors of social commerce such as referrals, reviews & ratings because they have a strong influence on buying behaviour of ecommerce consumers. A quantitative and descriptive approach has been projected through simple random sampling. A cross-sectional data of 250 participants were collected by a survey questionnaire from social commerce users examined through Partial Least Square- Structural Educational Modeling-3 (PLS-SEM-3). A social support theory has supported relationship on trust through social media activities, surface credibility, and presumedcredibility as well as e-commerce satisfaction. Interestingly trust, surface and presumed credibility considerably significant impact on e-commerce and social commerce satisfaction that leads to develop purchase intention. The current study theoretically contributes novel indicator, presumed credibility in the social commerce industry and practically it promotes specific websites that triggers trust