A COMPARATIVE STUDY OF SOCIAL COMMERCE AND E-COMMERCE TOWARDS FACTORS OF PURCHASE INTENTION MODERATED BY AGE AND GENDER

Abstract

Purpose – This research aims to know the differences between social commerce and e-commerce platform towards purchase intention factors with the moderation of age and gender. Design/methodology/approach – This research is quantitative research with 200 valid respondents who are users of social commerce or e-commerce that fall between the generation range (generation z and millennials). This study using SPSS as the analysis technique. Findings – There are no significant difference between social commerce and e-commerce platform with gender as moderating variable. In the other hand, generation play a significant role towards purchasing intention factors. Generation millennial shows higher result towards consumer trust and security in both e-commerce and social commerce. While perceived ease of use has the highest positive affect towards generation z in both platform. Originality/value – This study's value is on the comparison of purchase intention factors (consumer trust, security, and perceived ease of use) between social commerce and e-commerce.