The Role of Social Commerce on customers purchase behavior and decision-making (Case Study: Customers of Bank Mellat in Tehran)

nayereh vahabpour¹ hossein safarzadeh²

1) PhD student Khwarizmi
2) Central Tehran University professor of management

IOI Code : XYCG-AEZBZ
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Abstract Social commerce as one of the new types of e-commerce is an emerging market where business is done through social networking platforms. This main role, is increasingly influence consumers purchase intentions. Since the advent of e-commerce has continued with the development of new technologies and software Skht¬Afzary been many developments and new versions of it, such as mobile commerce, trade Mdh¬And lattice created.have. Social business structure based on social networks is that each business center or any customer of a node of the network. Khsysh¬Hay structural and relationship network also differ on the interaction between customers. Increase the level of participation and, ultimately strengthening the product is made Laqh¬Y consumption. [3] The study of consumer buying behavior helps to identify factors influencing the purchase decision-making. Business customers will also be able to understand the strategies reaction makes Bazaryaby¬Shan. Understanding why, where and how they can improve customer acquisition marketing competitions leading to a better predictor of response to their marketing strategies in throughput.Internet banking services are discussed. The effect of external factors, the effectiveness of computer use on self-perception about the ease of use and usefulness of this service was evaluated.

Keywords : social commerce consumer purchase intent social support lack of confidence in the seller lack of confidence in products