Da interação a decisão: um estudo sobre a influência social no e-commerce da Shopee.

Abstract

The advancement of Social Commerce has been transforming the way people interact and make purchasing decisions in the online environment. Although there are studies on consumer behavior in Social Commerce, research analyzing how social interactions, trust, and perceived risk influence purchase intention is still scarce. This study sought to understand how reviews and comments from other consumers, combined with social factors, impact purchase intention on the Shopee platform. The research employed a quantitative approach, through a survey applied to 281 platform users, and the data were analyzed using structural equation modeling (PLS-SEM). The results show that reviews and comments have a positive influence on trust and reduce perceived risk. Trust, in turn, increases purchase intention, while risk decreases it. It was also found that subjective norms increase trust but do not affect perceived risk, and that perceived behavioral control contributes to reducing risk without affecting trust. This study validates a model that integrates social and perceptual aspects in Social Commerce and provides support for e-commerce platforms to improve strategies aimed at trust, security, and review management, thus favoring the consumer's purchase decision.