Imitation and Motivation: Investigating Consumer Buying Behavior in Social Commerce

Subject Areas : Muslims consumer behavior

firoozeh hajialiakbari ^{1 *} , الهه khoeeni ²

1 - Faz 2 west 5th ST NO 673 FIRST FLOOR NO 1
2 - Islamic Azad University, Zanjan

Received: 2024-02-04 Published : 2025-09-04

Keywords: Imitation, Motivation, Purchase Behavior, Social Business, Zanjan,

Abstract :

Consumers in social commerce can share their information and experiences about products and services with others so the behavior, awareness, motivation and attitude of consumers are important in social business. The purpose of this study is to investigate consumer buying behavior in social commerce based on imitation and motivation. The research method of this study is analytical-descriptive of correlation type. The statistical population of the research is all online buyers of sports goods in Zanjan province. The statistical sample is equal to 540 people and the non-probability sampling method is quota and snowball type. The data collection tool is a questionnaire. Content validity, convergence and divergence and reliability were confirmed by calculating Cronbach's alpha and composite reliability. The results of the analysis by structural equations method and using Smart PLS software showed that: 1) there is a meaningful relationship between intrinsic motivations (hedonic and friendship motivations) and extrinsic motivations (perceived pressure and external rewards) with collaborative knowledge sharing behavior. 2) there is a meaningful relationship between collaborative knowledge sharing behavior and consumer purchasing behavior, and between mimicry and purchase intention in social commerce. 3) Product uncertainty, product fit uncertainty, and seller uncertainty moderate the relationship between mimicry and purchase intention and 4) there is a meaningful relationship between purchase intention and consumer purchasing behavior in social commerce.