... indicated that both UM and HM contribute to increasing CE on s-commerce pages. Originality/value To the best of the authors’ knowledge, this is the first study to investigate the specific variables affecting hedonic and utilitarian motives that enhance CE in the context of social commerce...

.... The research model was analyzed using partial least squares structural equation modeling. Findings This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived...

...Carolina Herrando; Julio Jimenez-Martinez; M. Jose Martin de Hoyos Purpose Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered...