THE EFFECT OF FREE SHIPPING OFFERS ON ONLINE PURCHASE DECISIONS
Keywords:
Social Commerce, Purchase Intention, Marketing Elements, Consumer Behavior, Digital MarketingAbstract
This study investigates the relative and collective influence of five key marketing elements—social proof, personalized recommendations, influencer endorsements, interactive content, and limited-time offers—on consumer purchase intention within social commerce platforms. Despite the growing importance of social commerce, previous research has typically examined these elements in isolation, leaving a critical gap in understanding their comparative effectiveness when deployed simultaneously. Using a quantitative survey methodology (n=382), this research employed multiple regression analysis to test the impact of each element while controlling for demographic variables. Results revealed that all five elements significantly influence purchase intention, with social proof demonstrating the strongest effect (t=8.74, p<0.001), followed by personalized recommendations (t=7.92, p<0.001), influencer endorsements (t=6.83, p<0.001), interactive content (t=5.97, p<0.001), and limited-time offers (t=5.21, p<0.001). Collectively, these elements explained 68% of variance in purchase intention (F=42.36, p<0.001, R²=0.68). The findings provide both theoretical contributions to social commerce literature and practical guidelines for marketers seeking to optimize their social commerce strategies through an integrated approach utilizing multiple marketing elements.
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