چكيده به لاتين
One of the important factors for guiding business processes in the present age is paying attention to the wants and needs of consumers. In fact, paying attention to consumers' tastes and preferences and adapting services and products based on it can be considered as a competitive advantage and a strategic factor for the success of businesses. But on the other hand, today information technology plays a prominent role in people's lives. In fact, the penetration of the Internet and, consequently, web-based social networks in business and non-business processes has expanded to such an extent that not using the Internet and social networks causes problems both in people's lives and in businesses. Accordingly, in recent years, we have witnessed the expansion of social trade in societies, regardless of whether those societies are developed or developing. Therefore, adapting the design of social business so that it can be in line with the tastes and preferences of consumers and influence the decision-making process of consumer purchasing is of particular importance. However, studies have shown that researchers more focus research on the capabilities and competencies of social commerce and have neglected the design of a social commerce website. Accordingly, the purpose of this article was to model the effect of social business design on consumer purchasing decision making. In this regard, descriptive-survey research method was used in this article. The statistical population of the study consisted of all students with education related to e-commerce. Finally, 394 questionnaires were collected through a distributed questionnaire. Structural equation modeling and Smart PLS and SPSS software were used to analyze the collected data. The results showed that the design of social commerce design to the amount of (0.509), usability factor (0.139), sociability (0.264) and security factor (0.224) affect consumer purchasing decision-making. In addition, the results of this study showed that the functionality cannot be effective on consumer purchasing decision-making and finally the culture factor cannot moderate the relationship between social commerce design and consumer purchasing decision-making.
