Analyzing the impact of Social Commerce on Consumer Buying Behaviour: A Study of
Lifestyle products.
A
Synopsis
Submitted to registration for Degree of
Doctoral of Philosophy
In Commerce
Submitted To: Submitted By:
Dr. Gyan Prakash Ishita Maheshwari
Associate Professor,
Department of Commerce Research Scholar
University of Lucknow Department
of Commerce
University of Lucknow
SOCIAL COMMERCE
Social commerce refers to the process
of selling products and services
directly through social media
platforms. This innovative approach
enables users to discover and research
products and services on social media
and complete the purchase process
without leaving the platform.
Source: Instagram
EXAMPLES OF SOCIAL COMMERCE
SOURCE: INSTAGRAM, FACEBOOK
CONSUMER BUYING BEHAVIOUR
Consumer buying behaviour is a set of
actions, steps or processes followed by
consumers in a marketplace before (and
after) buying a product or a service.
These actions are the result of attitudes,
preferences, intentions, and decisions.
Source: Google
LIFESTYLE PRODUCTS
Lifestyle Products are goods that are perceived as an expression of an
individual’s style, preference, value, way of life and social status. Customers
have a strong preference for this category such that they are often willing to pay
a premium for goods they feel that match their lifestyle and personal image. The
following product categories are considered under the lifestyle category:
Beauty and Cosmetics Electrical Appliances
Health and wellness Natural products
Social commerce plays a significant role in influencing buying behaviour
concerning lifestyle products. Lifestyle products are those goods and services
that are purchased to reflect a consumer's way of living, interests, aspirations,
and values. Here are some ways social commerce influences buying behaviour
concerning
1. SOCIAL lifestyle products:
2. VISUAL 3. TARGETED 4. 5. INFLUENCER
PROOF APPEAL ADVERTISING CONVENIENCE MARKETING
REVIEW OF LITERATURE
Saranchana Asanprakit and Tanpat Kraiwanit (2023), Found that social, technological, platform
characteristics and economic factors directly influence both s-commerce platform usage and user
motivation. Additionally, motivation directly impacts platform usage, revealing the role of motivation in
platform adoption
Nina Meilatinova (2021), the study examined factors affecting repurchase and word of mouth intentions.
Data was collected from 421 social commerce users in Indonesia. It was found that satisfaction had positive
effect on trust in context of social commerce. Satisfaction and trust positively affect repurchase and WOM
intentions.
Yusuf and Busalim (2018), S-Commerce has moved power from suppliers to customers. Scommerce mixes
commercial and social activity by exchanging product and service information. Individual social interactions
aided EWOM. These frameworks emerge when social commerce increases in developing market.
Wang and Yu (2015), found that other consumers ‘purchases and WOM content affect consumers' intention
to buy a product and increase the actual buying and further communicating the information with others
using social commerce sites.
Huang and Benyounce (2012), in their study explain the literature review related to the concept of social
commerce. The study derived a model and set of principles for guiding social commerce. The designed
features include individual, conversation, community, and commerce levels.
RESEARCH GAP
Previous works of literature have studied how
social media marketing plays a role in influencing
consumer purchase intention, however, there is a
need to explore how this social media interaction
when coupled with e-commerce services would
enhance consumer engagement influencing their
intention to purchase which would result in actual
buying behaviour. So, keeping this in view, the
researcher aims to fill this gap in the literature by
exploring the dynamics of social commerce and
how it would impact consumer decision-making in
the digital realm.
Source: Instagram
RESEARCH OBJECTIVES PROPOSED HYPOTHESIS
H0: There is no significant impact of Social Commerce on
• To study the impact of social commerce
consumers buying behaviour in the context of Lifestyle
on consumer buying behaviour towards products.
H1: There is a significant impact of Social Commerce on
Lifestyle products.
consumers buying behaviour in the context of Lifestyle
• To study the factors influencing products.
consumers' adoption of Social Commerce.
H0: There is no significant relationship between usage motives
• To study the role of motives behind the and Social Commerce in the context of Lifestyle Products
H1: There is a significant relationship between usage motives
usage of Social Commerce regarding
and Social Commerce in the context of Lifestyle Products.
lifestyle products.
H0: There is no significant relationship between the
• To study the role of demographic
demographic variables and buying behaviour on S Commerce
variables in the context of S-Commerce in the context of lifestyle products.
H1: There is a significant relationship between the
regarding lifestyle products.
demographic variables and buying behaviour on S Commerce
in the context of lifestyle products
RESEARCH METHODOLOGY
Analysis and
Research Design Data Collection Sample Size Interpretation of data
Research Design will 1. Primary Data Tools Data will be collected Data will be collected
be Exploratory Questionnaire from 500 respondents. and analysed will the
followed by help of appropriate
Descriptive research 2. Secondary Data statistical tools and
Tools techniques.
Books and Journals
LIMITATIONS CONCLUSION
• The present study is restricted to only selected This study examines the impact of Social
Lifestyle products.
Commerce on Consumer Buying Behaviour in the
• This study is done with a limited sample size of Indian market for selected Lifestyle products. It
500 customers.
aims to enhance the understanding of S-
• This study is limited to India, and this can be Commerce and provide recommendations to
done in other countries as well.
improve its impact and build consumer trust.
REFERENCES
Alalwan, AA, Algharabat, RS, Baabdullah, AM, et al. (2019). Examining the impact of social
commerce dimensions on customers' value cocreation: The mediating effect of social trust. J
Consumer Behavior.; 18: 431- 446
Asanprakit, S., & Kraiwanit, T. (2023). Causal factors influencing the use of social commerce
platforms. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100172.
Kebriaei1 and M.S. Moteghedi1, Eastern Mediterranean (2009). Social media among
community health workers in Zahedan District, Islamic Republic of Iran, A. by Health
Journal, Vol. 15, No. 5,
Pandey, Chandra Akhilesh, Sooden, Vishal & Jamwal, Mohit (2014). Attitude of consumers
towards social media: A Study on Rural Interventions of Uttarakhand, India. Arbian Journal
of Business and Management Review, 3, 11, 72 -79
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and wordof-
mouth intentions. International Journal of Information Management, 57, 102300.
Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social
commerce. Technology in Society, 63, 101365
