Ir al menú de navegación principal Ir al contenido principal Ir al pie de página del sitio


Vol. 13 (2019): Los Retos de la Competitividad ante la Industria 4.0

Factors influencing social commerce adoption in Mexico: An empirical research

marzo 23, 2020



Las redes sociales han cambiado las estructuras de poder en el mercado y han abierto oportunidades para nuevos modelos de negocios de comercio electrónico, tales como comercio social. Esta investigación tiene como objetivo identificar factores relacionados con el comportamiento de los consumidores mexicanos en los sitios de redes sociales. Específicamente, prueba la influencia del apoyo emocional e informativo; la confianza hacia la red social y contactos en la red social; la influencia de la familia y los amigos; y vender la reputación de la empresa en la intención de compra. El modelo se probó mediante análisis factorial confirmatorio y se verificó mediante ecuaciones estructurales. El modelo predice que el comportamiento de compra de los consumidores mexicanos en los sitios de la red está influenciado por la confianza hacia los amigos de SNS, eWOM de los amigos de SNS y la reputación del sitio de s-commerce


  1. Ajzen, I. (1991). Theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  2. Albors J., Ramos, J. C. and Hervas, J. L. (2008), New learning network paradigm: Communities of objectives, croudsourcing, wikis and opensource. International Journal of Information Management, (28)194 – 202
  3. Ali, H. (2011). Exchanging value within individuals’ networks: social support implications for health marketers. Journal of Marketing Management, 27(3–4), 316–335.
  4. Aljifri, H. A., Pons, A. and Collins, D. (2003). Global e-commerce: a framework for understanding and overcoming the trust barrier. Information Management & Computer Security, (11), 130-138.
  5. Akman, I. and Mishra, A. (2017). Factors influencing consumer intention in social commerce adoption. Information & People, 30(2), 1-22. DOI: 10.1108/ITP-01-2016-0006
  6. AMIPCI. (2014). Estudio de marketing digital y social media. AMIPCI. Retrieved from:
  7. Anderson, J. C. and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, (103), 411-423.
  8. Arndt, J. (1967). Role of product-related conversations in the diffusion of a newproduct. Journal of Marketing Research, 4, 291–295.
  9. Bagozzi, R. and Yi, Y. (1988). On the Evaluation of Structure Equation Models. Journal of the Academy of Marketing Science, 74-94. DOI: 10.1007/BF02723327
  10. Bagozzi, R., Yi, Y. and Phillips, L. (1991). Assessing Construct Validity in Organization Research. Administrative Science Quarterly. (36), 421-458. DOI: 10.2307/2393203.
  11. Bansal, G. and Chen, L. (2011). If they trust our e-commerce site, will they trust our social commerce site too? Differentiating the trust in e-commerce and s-commerce: The moderating role of privacy and security concerns. In: MWAIS 2011 Proceedings.
  12. Bansal, H. S. and Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166–177.
  13. Bearden, W., Sharma, S. and Teel, J. (1982). Sample Size Effects on Chi Square and Other Statistics Used in Evaluating Causal Models. Journal of Marketing Research. 19. DOI 425. 10.2307/3151716.
  14. Bentler, P. (1990). Comparative Fit Indexes in Structural Models. Psychological bulletin, (107), 238-46. DOI: 10.1037/0033-2909.107.2.238.
  15. Brown, J. J. and Reingen, P. (1987). Social ties and word-of mouth referral behavior. Journal of Consumer Research, 14(3), 350–362.
  16. Busalim, A. H. and Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, (36),1075–1088.
  17. Casaló, L., Flavián, C. and Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty: the case of free software. Online Information Review, 31(6), 775–792.
  18. Chen, C. (2006). Identifying significant factors influencing consumer trust in an online travel site. Information Technology & Tourism, 8(3-4), 197–214.
  19. Chen, J., Zhang, C. and Xu, Y. (2009). The role of mutual trust in building members' loyalty to a c2c platform provider. International Journal of Electronic Commerce 14(1), 147–171.
  20. Chen, J. V., Su, B. C. and Widjaja, A. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 57-69.
  21. Cheung, C. M. and Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
  22. Chu, S. C. and Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.
  23. Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences (148), 40 – 57
  24. Coulson, N. S. (2005). Receiving social support online: An analysis of a computer mediated support group for individuals living with irritable bowel syndrome. Cyber psychology & Behavior, 6(8), 580–586.
  25. Crocker, J. and Canevello, A. (2008). Creating and undermining social support in communal relationships: the role of compassionate and self-image goals. Journal of Personality & Social Psychology, 95(3),555–575.
  26. Curty, R. G. and Zhang, P. (2011). Social commerce: looking back and forward, in: Proceedings of the American Society for Information Science and Technology, 48, 1–10.
  27. Curty, R. G., and Zhang, P. (2013). Website features that gave rise to social commerce: a historical analysis. Electronic Commerce Research and Applications, 12, 260–279.
  28. Dennison, G., Bourdage Braun, S. and Chetuparambil, S. (2009). Social Commerce Defined, White Paper No. 23747, Research Triangle Park, NC: IBM,
  29. Doney, P. M. and Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51.
  30. Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct Data and Digital Marketing Practice, 9(3), 274-277
  31. Eikelmann, S., Hajj, J. and Peterson, M. (2008). Opinion piece: Web 2.0: Profiting from the threat. Journal of Direct, Data and Digital Marketing Practice, (9) 293-295.
  32. Engel, J. F., Kegerreis, R. J. and Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33, 15–19.
  33. Fornell, C. and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18,(1), 39-50.
  34. Gabriela, L. P. A., Hor-meyll, L. F. and de Paula Pessôa, L. A. G. (2014). Influence of virtual communities in purchasing decisions: The participants’ perspective. Journal of Business Research, 67, 882–890.
  35. Gayathri, K. S., Thomas, T., and Jayasudha, J. (2012). Security issues of media sharing in social cloud. Procedia engineering, (38), 3806-3815.
  36. Gefen, D. (2000). E-commerce: the roles of familiarity and trust. Omega, 28, 725–737
  37. Gefen, D., Karahanna, E. and Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, (27), 51-90.
  38. Hair, J. F., Black, B., Babin, B., Anderson, R. E. and Tatham, R. L. (2006). Multivariate Data Analysis, Upper Saddle River, New Jersey: Pearson.
  39. Han, B. O. and Windsor, J. (2011). User’s willingness to pay on social network sites. Journal of Computer Information Systems, (51), 31-40.
  40. Janda, S., Trocchia, P. J. and Gwinner, K. P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412–431.
  41. Hassanein, K. and Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, (65), 689-708.
  42. Hsiao, C. H. and Yang, C. (2011). The intellectual development of the technology acceptance model: A co-citation analysis. International Journal of Information Management, 31(2), 128–136.
  43. Huang, Z. and Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, (12), 246–259.
  44. Huang, L. Y., Hsieh, Y. J. and Wu, Y. C. J. (2014). Gratifications and social network service usage: The mediating role of online experience. Information & Management, 51(6), 774–782.
  45. Jarvenpaa, S. L., Tractinsky, J. and Vitale, M. (2000). Consumer trust in an internet store. Information Technology and Management, 1(1-2), 45–71.
  46. Jennifer Crocker, A. C. (2008). Creating and undermining social support in communal relationships the role of compassionate and self-image goals. Journal of Personality and Social Psychology, 2(95),555–575.
  47. Jiang, G., Ma, F., Shang, J. and Y. K. Chau, P. (2014). Evolution of knowledge sharing behavior in social commerce: An agent-based computational approach. Information Sciences, 250-268.
  48. Jim, Wu, Y. C., Shen, J. P. and Chang, C. L. (2014). Electronic service quality of Facebook social commerce and collaborative. Computers in Human Behavior, 395–1402.
  49. Kera, A. and Kaynak, E. (1997). Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation. European Journal of Marketing, 31(11/12), 873-85
  50. Kim, J. H. and Bae, Z. (2008). The role of online brand community in new product development: case studies on digital product manufacturers in Korea. International Journal of Innovation Management, 12(3), 357 – 376.
  51. Kim, K. and Prabhakar, B. (2000). Initial trust, perceived risk, and the adoption of Internet banking. In Proceedings of Information Systems International Conference Atlanta, Georgia, USA.
  52. Kim, S. and Park, H. (2012). Effects of various characteristics of social commerce (s-commerce). International Journal of Information Management, 318-332.
  53. Kim, S. and Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33, 318–332.
  54. Kim, Y. A. and Srivastava, J. (2007). Impact of social influence in e-commerce decision making, in: Proceedings of the 9th International Conference on Electronic Commerce, Minneapolis, Minnesota, USA.
  55. Kim, D. J., Song, Y. I., Braynoy, S. B. and Rao, H. R. (2005). A multidimensional trust formation model in B-to-C E-commerce: a conceptual framework and content analyses of academia/practitioner perspectives. Decision Support systems, 40(2), 143–165.
  56. Koller, M. (1988). Risk as a Determinant of Trust. Basic and Applied Social Psychology, 9(4), 265-276
  57. Kuan, H. H. and Bock, G. W. (2007). Trust transference in brick and click retailer: an investigation of the before-online visit phase. Information & Management, 44(2), 175–187.
  58. Koufaris, M. and Hampton-Sosa, W. (2004). The development of initial trust in an online company be new customers. Information & Management, 41(3), 377–397.
  59. Lee, S. Y. T. and Phang, C. W. D. (2015). Leveraging social media for electronic commerce in Asia. Electronic Commerce Research and Applications, 14(3), 145-149.
  60. Liang, T., Ho, Y. and Li, Y. (2012). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90.
  61. Liang, T. P., Ho, Y. T., Li, Y. W. and Turban, E. (2011). What drives social commerce: the role of social support and relationship quality. International Journal of Electronic Commerce, (16), 69–90.
  62. Liang, T. P. and Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, (16), 5–13.
  63. Lin, X., Le, Y. and Wang, C. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, (37), 190–201.
  64. Linda, S. L. A. I. (2010). Social commerce – e-commerce in social media context. World Academy of Science. Engineering and Technology, 72, 39–44.
  65. Mahmood, H. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154.
  66. M. Kang, J. Y. and K. P. Johnson, K. (2015). F-Commerce platform for apparel online social shopping: Testing a Mowen’s 3M model. International Journal of Information Management, 601-701.
  67. Marsden, P. (2010). Social commerce: Monetizing social media. Digital intelligence today. Retrieved from:
  68. Marsden, P. and Chaney, P. (2012). The Social Commerce Handbook: 20 Secrets for Turning Social Media Into Social Sales, New York, NY: McGraw-Hill.
  69. Martins, C., Oliveira, T. and Popoviˇc, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1–13.
  70. Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173–191.
  71. Mueller, J., Hutter, K., Fueller, J. and Matzler, K. (2011). Virtual worlds as knowledge management platform - a practice perspective. Information Systems Journal, 21(6), 479-501.
  72. Mutz, D. C. (2005). Social trust and e-commerce: experimental evidence for the effects of social trust on individuals’ economic behavior. Public Opinion Quarterly, (69), 393-416.
  73. Ommen, O., Janssen, C., Neugebauer, E., Bouillon, B., Rehm, K., Rangger, C., Erli, H.J. and Pfaff, H.(2008). Trust, social support and patient type associations between patients perceived trust, supportive communication and patients preferences in regard to paternalism, clarification and participation of severely injured patients. Patient Education and Counseling 73(2), 196–204.
  74. Welbourne, J. L., Blanchard, A. L., Bpalmatier, M. D., Dant, R. W., Grewal, R. P. and Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 4(70), 136–153.
  75. Parise, S. and Guinan, P. J. (2008). Marketing using Web 2.0. Washington, DC: IEEE Computer Society Press.
  76. Park, J. E., Chaiy, S. I. and Lee, S. H. (1998). The moderating role of relationship quality in the effect of service satisfaction on repurchase intentions. Korea Marketing Review, 13(2), 119–139.
  77. Park, J., Gunn, F. and Han, S. L. (2012). Multidimensional trust building in e-retailing: Cross-cultural differences in trust formation and implications for perceived risk. Journal of Retailing and Consumer Services, 19(3), 304–312.
  78. Park, N., Roman, R., Lee, S. and Chung, J. E. (2009). User acceptance of a digital library system in developing countries: An application of the Technology Acceptance Model. International Journal of Information Management, 29(3), 196–209.
  79. Patricia Obst, J. S. (2010). Online psychological sense of community and social support found through membership in disability-specific websites promotes well-being for people living with a physical disability. Journal of Community & Applied Social Psychology, 6(20), 525–531.
  80. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, (7), 101-134.
  81. Piller, F. and Walcher, D., (2006). Toolkits for idea competitions: a novel method to integrate users in new product development. R&D Management, 36(3), 307 – 318.
  82. Porter, C. E. and Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113–128.
  83. Prahalad, D. K. and Ramaswamy, V. (2004). Co-creation Experiences, The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
  84. Prendergast, G., Ko, D. and Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708.
  85. Ridings, C. M., Gefen, and Arinze, D. B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3), 271–295.
  86. Roca, J. C., García, J. J. and De la vega, J. J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, (17), 96-113.
  87. Salo, J. and Karjaluoto, H. (2007). A conceptual model of trust in the online environment. Online Information Review, 31(5), 604–621.
  88. Schaefer, C., Coyne, J. C. and Lazarus, R. S. (1981). The health-related functions of social support. Journal of Behavioral Medicine, 4(4), 381–406.
  89. Shanmugam, M., Shiwei, S., Asra, A., Farzad, K., F. and Fariborz, K. (2016). The applications of social commerce constructs. International Journal of Information Management, 425-432.
  90. Shen, J. (2012). Understanding users acceptance of social shopping websites: effects of social comparison and trust. Enterprise Information Systems, 31, 365–373.
  91. Shen, X. L., Lee, M. K. and Cheung, C. M. (2014). Exploring online social behavior in crowdsourcing communities: a relationship management perspective. Computers in Human Behavior, 40, 144–151.
  92. Shin, D. H. (2010). The effects of trust, security and privacy in social networking: a security-based approach to understand the pattern of adoption. Interacting with Computers, (22), 428-438.
  93. Stephen, A. T. and Toubia, O. (2010). Deriving value from social commerce networks. Journal of Marketing Research, 47, 215–228.
  94. Sussman, S. W. and Siegal, W. S. (2003). Informational influence in organizations: an integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65.
  95. Swamynathan, G., Wilson, C., Boe, B., Almeroth, K. and Zhao, B. Y. (2008). Do social networks improve e-commerce? A study on social marketplaces, in: Proceedings of the First Workshop on Online Social Networks, ACM, Seattle, WA
  96. Teo, T. S. H. and Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35, 22–38.
  97. Taylor, S. E. and Heejung, K. S. (2004). Culture and social support: Who seeks it and why? Journal of Personality and Social Psychology, 3(87), 354–362.
  98. Venkatesh, V., Thong, J.Y.L. and Xu, X. (2012). Consumer acceptance and use of information technology: Extending the Unified theory of acceptance and use of technology. MISQ, 36(1), 157–178
  99. Wang, J. and Chang, C. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12, 337–346.
  100. Wang, Y. and Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.
  101. Wang, C. and Zhang, P. (2012). The evolution of social commerce: the people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31.
  102. Weber, K., Johnson, A. and Corrigan, M. (2004). Communicating emotional support and its relationship to feelings of being understood, trust, and self-disclosure. Communication research reports, 21(3), 316–323.
  103. Wu, J. J. and Chang, Y. S. (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27(6), 1253–1261.
  104. Wu, H. and Wang, J. (2011). An empirical study of flow experiences in social network sites. In: The 15th Pacific Asia Conference on Information systems (PACIS) Queensland University of Technology, Australia,
  105. Yadav, M. S. K., De Valck, T., Hennig Thurau, D. L. and Hoffman, M. S. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, (27), 311–323.
  106. Zhang, L., Zhang, P. and Hans Dieter, Z. (2013). Social commerce research: An integrated view. Electronic Commerce Research and Applications, 12, 61–68.