The Marketing Mix, Customers’ Attitude, and Purchasing Intention in Social Commerce with Internet Access as a Moderating Variable.

Objective: Based on cognitive-affective-conative theory, this study aims to create an integrated model that investigates the effects of six marketing-mix components (cognitive) on purchase intention (cognitive) in social commerce (SC) via customer’s attitude toward SC (affective).

Design/Methods/Approach: An online survey was used to facilitate the collecting data procedure. A structural equation model with partial least squares is employed to analyze valid data from 200 members of the SC store (Coulisses) who have never purchased in SC.