Investigating the Impact of Situational Influences and Social Support on Social Commerce during the COVID-19 Pandemic

Without question, 2020 was an unprecedented period for all businesses and consumers in the world, especially social commerce businesses. Growing online shopping during pandemic has proliferated appetite of websites. Drawing on situational influences’ theory support theory, purpose this study to investigate impact influences COVID-19 purchase intention across big five personality traits. The data were collected via survey. sample consisted 349 website users UK. model tested using Partial Least Squares-Structured Equation Modelling (PLS-SEM). results showed different cohorts buying Social does not intention, while other factors do. Moreover, varied substantially contributes by investigating types traits pandemic.