English abstract
The continuing evolution of social commerce opens new opportunities for enterprises,
it can create a culture of engagement and interactive platform by utilizing social
networks technologies. This study aims to investigate the factors that affect
consumers’ purchase tendency on the social commerce (SC) among Omani and
Turkish social media users. The study uses a quantitative technique to gather research
data via paper- and web-based questionnaires. The study sample consist of Omani and
Turkish social commerce users. In total of 547 respondents were collected from both
countries for this study to investigate factors that might contribute to customers’
purchasing tendency in social commerce. The statistical software tool IBM SPSS is
used to analyze the data acquired to answer research questions and evaluate research
hypotheses.
The results have supported the model that was proposed and the factor influencing
consumer purchase tendency in social commerce has a significant effect on it. The
study revealed a positive relationship between word of mouth (WOM) and social
influence in Türkiye, however the results in Oman showed that social influence
impacts customer trust in purchase tendency. These findings are consistent with the
existing literature. Also, it provides us with a better understanding of the factors that
influence our purchasing decisions in the context of Oman and Türkiye. Furthermore,
this study is likely to serve as a reference for social commerce businesses to help them
better known consumer needs, which could lead to a generate more sales revenue to
the business. Finally, the study suggests that online businesses consider these aspects
to increase consumers' purchase tendency.
