Factors influencing social commerce behavior
Author (s)
Munkhsukh Tsoodol, Oyuntungalag Buyantur, Altankhuyag Battuvshin, & Zaya Mashlai
Abstract
Social commerce has emerged as a new stage in the evolution of e-commerce, profoundly influencing consumer behavior, particularly trust-based purchase decision-making. Consequently, there is a growing need to comprehensively identify the factors that shape consumer behavior within social commerce environments. This study aims to empirically examine the effects of technological, social, consumer, and environmental factors on social commerce behavior. The investigated variables include perceived ease of use, perceived usefulness, security, transparency, reviews, ratings, interaction, motivation, satisfaction, experience, legal regulation, service quality, delivery, and payment systems. Additionally, social media usage factors—content posting frequency, social media management staff, number of followers, and time spent—were evaluated in relation to sales revenue using multiple regression analysis. The results indicate that service quality, information quality, system quality, perceived usefulness, ease of use, satisfaction, interaction, experience, motivation, and environmental factors exert statistically significant influences on consumer behavior. The regression analysis further reveals that the number of followers and social media management staff positively affect sales revenue, whereas content frequency shows no significant effect, and time spent exhibits a weak negative effect. These findings suggest that future research should examine the dynamic changes in consumer behavior and the differential impacts of various social commerce platforms.
Keywords: Social commerce, E-commerce, Consumer behavior, Social media marketing, Trust, Purchase intention, User engagement, Sales revenue.
| Title: | Factors influencing social commerce behavior |
|---|---|
| Author: | Munkhsukh Tsoodol, Oyuntungalag Buyantur, Altankhuyag Battuvshin, & Zaya Mashlai |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2671 |
| Media: | Online |
| Volume: | 51 |
| Issue: | 1 |
| Issue publication (Year): | 2026 |
| Acceptance Date: | 10/04/2026 |
| Date of Publication: | 14/04/2026 |
| PDF URL: | http://ijsab.com/wp-content/uploads/2671.pdf |
| Free download: | Available |
| Page: | 1-23 |
| First Page: | 1 |
| Last Page: | 23 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Tsoodol, M., Buyantur, O., Battuvshin, A., & Mashlai, Z. (2026). Factors influencing social commerce behavior, International Journal of Science and Business, 51(1), 1-23. https://doi.org/10.58970/IJSB.2671
About Author (s)
Munkhsukh Tsoodol, Department of Economics and Finance, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
Oyuntungalag Buyantur, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0000-0002-2600-8698
Altankhuyag Battuvshin, Department of Business Administration, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
Zaya Mashlai (Corresponding Author), Department of Management and Strategy, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0009-0008-6502-9214
DOI: https://doi.org/10.58970/IJSB.2671
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