The effect of individual factors of consumers on their buying behavior in social commerce sites with the moderating role of privacy concerns

EXTENDED ABSTRACT
Introduction
The rapid proliferation of the internet has significantly reshaped the retail industry, driving a fundamental shift in consumer behavior towards e-commerce. This paradigm shift has necessitated a more comprehensive understanding of both online and offline consumer behavior. In the current digital era, e-commerce has witnessed exponential growth, leading to the emergence of social commerce. This novel business model, enabled by Web 2.0 technologies, fosters social interactions among consumers within online environments, transitioning the focus from product-centric to social and customer-centric orientations. Social commerce has emerged as a powerful force in the retail landscape, offering unique opportunities for brands to engage with consumers on a more personal level. By leveraging social media platforms and online communities, businesses can create a sense of belonging and foster loyalty among their customer base. Moreover, social commerce can provide valuable insights into consumer preferences and behavior, enabling companies to tailor their offerings and marketing strategies accordingly.
While social commerce has demonstrated considerable potential for economic benefits, it has also raised legitimate concerns regarding consumer privacy. The increasing prevalence of online interactions and social engagement on shopping platforms has heightened the risk of privacy breaches, underscoring the imperative for robust data protection measures to safeguard consumer information in this evolving digital landscape. Addressing privacy concerns is crucial for the long-term sustainability of social commerce. Businesses must implement stringent data security protocols, obtain explicit consent from consumers, and be transparent about their data collection and usage practices. By prioritizing privacy and building trust with consumers, companies can create a more sustainable and ethical social commerce ecosystem.
 
Methodology
The current study adopts a descriptive and correlational research design, utilizing a quantitative approach. The target population comprises all individuals in Iran who have made at least one online purchase on social commerce websites. For sampling, a random sampling method was employed, and data were collected through both field and electronic questionnaires. The sample size was determined using Barclay et al.'s method, which recommended a minimum of 50 questionnaires, but to enhance generalizability, 216 fully completed questionnaires were used. The reliability and validity of the measurement model were assessed, and the structural model was evaluated using the goodness-of-fit indices, including the coefficient of determination (R2), the predictive relevance (Q2), and the path coefficients. The hypotheses were tested using the significance of the path coefficients and the t-values.
 
 Result and discussion
The study's findings reveal that information sensitivity and the desire to control information have a positive and significant influence on privacy concerns and purchasing behavior, while privacy awareness exhibits a negative effect on both. Interestingly, previous experience was found to have no impact on these variables. Further, information sensitivity, the desire to control information, and privacy awareness indirectly affect purchasing behavior through the mediating role of privacy concerns. The analysis of the assurance statement indicates that it moderates the relationship between privacy concerns and purchase behavior. These results suggest that prioritizing customer privacy has a favorable impact on the quality and quantity of their purchases. The study recommends that businesses should address this concern by incorporating detailed descriptions of their privacy policies into their guarantee statements, thereby demonstrating their commitment to protecting customer privacy. The findings contribute to the existing literature on social commerce and provide practical implications for businesses aiming to enhance consumer trust and purchasing behavior while mitigating privacy-related risks.
 
 
Conclusion
The rapid growth of the Internet has had a profound impact on the retail industry, leading to a fundamental shift in consumer behavior and the emergence of e-commerce. The increasing number of consumers engaging in online retail has necessitated a more systematic understanding of both online and offline consumer behavior. In the current internet era, the emergence of social commerce, a new form of e-commerce, has created a novel business model that utilizes Web 2.0 technologies to enhance social interactions among consumers in online environments.
While social commerce has been increasingly influenced by e-commerce and has brought about potential economic benefits, it has also faced growing concerns about consumer privacy due to online interactions and social engagement on shopping websites. This study's findings provide valuable insights into the interplay between individual consumer factors, purchasing behavior on social commerce platforms, and privacy concerns within contemporary online environments. The results suggest that prioritizing customer privacy has a favorable impact on the quality and quantity of their purchases, and businesses should address this concern by incorporating detailed descriptions of their privacy policies into their guarantee statements, thereby demonstrating their commitment to protecting customer privacy. These findings contribute to the existing literature on social commerce and provide practical implications for businesses aiming to enhance consumer trust and purchasing behavior while mitigating privacy-related risks.