Social commerce constructs and consumers' purchase intention from minimalist brands

Abstract

The social media and online communities have established new platforms for e-commerce by engaging both consumers and corporations in producing new product or services. Moreover, individuals' interaction on the cyberspace has evolved e-commerce towards social commerce. On the other hand, business incorporations have found the use of minimalism application in designing, which removes unnecessary aspects, attracts more audience. Therefore, drawing on literature the authors propound a new adopted model to portray a more transparent vision of social commerce. To examine the relationships among the model constructs, an empirical study was organised for this purpose; a survey was designed. In doing so, structural equation modelling (SEM) methodology has been used with Smart PLS 3 software in order to confirm or reject assumptions in the present study and is employed to gauge the proposed model.