The Influence of Social Experience on an Individual's Personal Characteristics Related to Their Intention to Use Social Commerce: The Moderating Effect of Age, Gender, and Experience

This study highlighted the role of consumers' characteristics and their association with social experience in social commerce (SC) usage. A theoretical model was developed using social exchange and social impact theory to disclose the factors influencing user intention in SC by use of 532 Indonesian respondents. The results showed that the social experience factors were discovered to have enhanced individual personal constructs associated with SC intention, including habit, self-efficacy, and trust. In detail, perceived herd and informational support were found to have both direct and indirect impacts on user intention through individual personality characteristics. In contrast, emotional support has only an indirect effect. Even though prior studies already observe constructs proposed in the theoretical model, the exploration of the extensive association between social experience on the personal element concerning individual intention to use SC has not been adequately addressed. Therefore, it is considered as a contribution of this study toward the body of knowledge.