Evaluating the Relationship between Social-Commerce Adoption Process and WOM Referrals: A Consumer Behaviour Study in Saudi Arabia

Abstract

Social-commerce has become a significant research trend in online shopping with the growth of information and internet technology. Thus, the study aims to examine the factors, affecting intention to use social-commerce and the factors, influencing positive word-of-mouth. The study has used a survey strategy to arrive at a consensus through quantitative data. The sample consisted of 246 respondents from Saudi Arabia. The findings have provided great integrated model for adoption behaviour of social-commerce, word of mouth, and its impact on different organizations. These findings further mentioned that advanced research is needed to derive comprehensive outcomes related to social-commerce.