Understanding customer purchase intention in social media: an integration of TAM and DeLone and McLean's model

The main purpose of the research is to provide a model of factors affecting the customer intention to purchase in social media context. Using the DeLone and McLean's model and TAM along with considering the variables of trust and social presence, a comprehensive view of the factors affecting the intention to purchase social media is provided. To achieve this aim, the survey method was used. The statistical population of the survey is the users of social media that have purchased at least once from these platforms. The analysis method was structural equation modelling. The results indicated that the quality dimensions (information quality, service quality and system quality) of social media sites have a positive impact on perceived usefulness and perceived ease of use. Research innovation is the application of two well-known and accepted models in the field of IS in the topics related to the purchase intention in social media.