Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Social Commerce Attributes and Purchase Intention among Young Consumers in Kanyakumari District

Author(s) Dr. Mohammed Abubakkar Siddique R, Dr. Kaleeswari K
Country India
Abstract The study investigates the influence of selected social commerce attributes Customer Reviews, Social Recommendations, Interactive Content, Social Trust, Perceived Convenience, and Electronic Word‑of‑Mouth (e‑WOM) on Purchase Intention among young consumers in Kanyakumari District, Tamil Nadu. A descriptive and analytical research design was adopted, with data collected from 400 respondents through a structured questionnaire. Statistical techniques including correlation and multiple regression analysis were employed to examine the relationships between the variables. The findings reveal that Customer Reviews, e‑WOM, and Interactive Content are the strongest predictors of Purchase Intention, while Social Trust exhibits the weakest but still significant effect. The regression model explained 55.1% of the variance in Purchase Intention, confirming that consumer responses in social commerce are multidimensional and shaped by informational, social, and functional attributes. The study contributes location‑specific evidence to the literature on social commerce, highlighting the importance of peer‑generated information and interactive features in influencing purchase decisions among young consumers. Practical implications are provided for marketers and platform designers, while limitations and directions for future research are also discussed.
Keywords Social Commerce; Customer Reviews; Electronic Word‑of‑Mouth (e‑WOM); Interactive Content; Social Trust; Purchase Intention; Young Consumers
Field Sociology > Economics
Published In Volume 6, Issue 4, July-August 2025
Published On 2025-08-12
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E-ISSN 3048-7641
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