Exploring the Antecedents of Purchase Intention in Social Commerce
Evidence from Short Video Content, Brand Authenticity, and Consumer Trust
DOI:
https://doi.org/10.63901/ijebam.v4i3.183Keywords:
short video content, brand authenticity, consumer trust, purchase intention, social commerceAbstract
This study explores the antecedents of purchase intention in social commerce by examining the roles of Short Video Content, Brand Authenticity, and Consumer Trust among Indonesian social commerce users within the Stimulus–Organism–Response (S–O–R) framework. A quantitative approach with a causal research design was employed using data collected from 300 consumers through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results indicate that all proposed hypotheses are supported. Short Video Content positively and significantly influences Brand Authenticity and Consumer Trust. Furthermore, Brand Authenticity positively affects Consumer Trust and Purchase Intention, while Consumer Trust positively influences Purchase Intention. These findings highlight the importance of authentic short video content in strengthening consumer trust and encouraging purchase intention in the Indonesian social commerce context.
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