Factors that Determine the Urge to Switch from E-Commerce into Social Commerce for Indonesian People

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 10

Year of Publication : 2020

Authors : Arif Budiman, Peri A. Manaf

10.14445/23939125/IJEMS-V7I10P114

How to Cite?

Arif Budiman, Peri A. Manaf, "Factors that Determine the Urge to Switch from E-Commerce into Social Commerce for Indonesian People," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 10, pp. 86-97, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I10P114

Abstract:

The high penetration of social media in Indonesia is causing the occurrence of trade in social media called social commerce, this is causing various effects of encouragement, pull, and mooring for the community to switch from e-commerce to social commerce. This study aims to measure the urge to switch to using the PPM framework as its research model. The method used is non-probability sampling, with a minimum number of respondents of 100 people using the partial least squares method. The result of this study shows there's no correlation between push, pull, and mooring factor to the urge to switch. The results of this study have relevance for Indonesian product sellers in online media to sell the products in omnichannel regardless of choosing social commerce over e-commerce. This paper shows that Indonesian buyer doesn't think about what channel to buy the product, but use all channels available to find the best deals of product.

Keywords:

Social Commerce, Switching Decision, Push-Pull Mooring framework

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