Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors.
Guo, Jin; Shan, Shan; and Li, Yulei, "What Factors Influence Customers’ Purchase Intentions in Travel-Related Social Commerce?" (2020). ICEB 2020 Proceedings. 9.