SNS as an Online Shopping Platform : A Cognitive Load Perspective

Social commerce — online shopping through social media — is well-known as a new style of consumption because shoppers now use not only websites but also Facebook, Instagram, and other forms of SNS. We investigated (1) the factors that affect purchase intension in social commerce and (2) the moderating effect of type of SNS platforms. Two methods — interviews and surveys — were used to differentiate the relationships among variables from 150 Facebook and Instagram users in Korea. First, we found that seller-related variables such as selfdisclosure, intimacy, expertise, and attractiveness are related to trust; platform-related variables such as customization and simplicity are related to convenience. In turn, trust and convenience are related to purchase intention in social commerce. Second, we found that types of SNS platforms moderate the relationships between platform-related variables and convenience. These findings contribute to the literature and provide guidelines that have managerial implications for both sellers and platform managers.