Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).

Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.

Research Findings: The results disclose that the T.E.A concept is fully mediating between positive recommendation and customers’ purchase intention.

Theoretical Contribution/Originality: This study gives clear direction for future research studies, notably, in the online shopping context by providing the T.E.A concept.

Managerial Implication in the South East Asian Context: The retailers on social media develop effective marketing strategies based on T.E.A concept to attract more customers, especially from South East Asian countries.

Research Limitations & Implications: The vivid limitation of this study is focusing on only the positive recommendation as an antecedent of the T.E.A concept and the findings of this study implicate both theoretically and practically the future research studies about customers’ behaviour in the online shopping context.


Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall: Englewood Cliffs, NJ.

Akman, I., & Mishra, A. (2017). Factors influencing consumer intention in social commerce adoption. Information Technology & People, 30(2), 356-370.

Armilawati, N. L., Kusuma, I. G., & Agung, A. P. (2020). The Effect of Online Shopping Experience on Risk Perception and Trust for Building Online Repurchase Intention. International Journal of Contemporary Research and Review, 11(5), 21787-21797.

Athapaththu, J. C., & Kulathunga, D. (2018). Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce. International Business Research, 11(10), 111-128.

Bagozzi, R., Yi, Y., & Phillips, L. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421-458.

Barreda, A. A., Bilgihan, A., & Kageyama, Y. (2015). The Role of Trust in Creating Positive Word of Mouth and Behavioral Intentions: The Case of Online Social Networks. Journal of Relationship Marketing, 14(1), 16-35.

Beldad, A., Jong, M. D., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857-869.

Biucky, S. T., Abdolvand, N., & Harandi, S. R. (2017). The effects of perceived risk on social commerce adoption based on the tam model. International Journal of Electronic Commerce Studies, 8(2), 173-196.

Cho, E., & Son, J. (2019). The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles, 6(14), 1-17.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.

Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33(3), 15-19.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

Hair, d. J., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications, Inc.

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice-Hall.

Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154.

Hasena, C., & Sakapurnama, E. (2021). Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product. Hasanuddin Economics and Business Review, 5(1), 19-25.

He, S. X., & Bond, S. D. (2013). Word-of-mouth and the forecasting of consumption enjoyment. Journal of Consumer Psychology, 23(4), 464-482.

Hoelter, J. W. (1983). The Analysis of Covariance Structures: Goodness-of-Fit Indices. Sociological Methods & Research, 11(3), 325-344.

Ismail, A. R. (2011). Experience Marketing: An Empirical Investigation. Journal of Relationship Marketing, 10(3), 167-201.

Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193-214.

Jiang, G., Ma, F., Shang, J., & Chau, P. Y. (2014). Evolution of knowledge sharing behavior in social commerce: An agent-based computational approach. Information Sciences, 278, 250-266 .

Kumar, S., Stacia, J. C., Suriana, Y., Sari, D., & Hasan, M. (2020). Website Quality and Purchase Intention: The Role of Participation, E-Wom, and Trust. AFEBI Management and Business Review, 5(2), 1-14.

Lin, Z., & Theingi, H. (2019). Extended UTAUT2 Model on Factors Influencing of Mobile Commerce Acceptance in Yangon, Myanmar. AU-GSB e-Journal, 12(2), 1-18.

Lu, H.-P., & Su, P. Y.-J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.

Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers' participation in social commerce. Revista de Gestão, 25(2), 194-211.

Momani, A. M., Yafooz, W. M., & Jamous, M. M. (2018). The Influence of Enjoyment Factor Toward the Acceptance of Social Commerce. International Journal of E-Business Research, 14(2), 76-86.

Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Edinburgh Gate, Harlow: Pearson Education Limited.

Phungphol, A. (2019). Determinants and Moderators of Intention to Purchase using Social Commerce. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 8(2), 69-89.

Prabowo, D. S., & Aji, H. M. (2021). Visual Packaging and Perceived Emotional Value: A Study on Islamic-Branded Cosmetics in Indonesia. The South East Asian Journal of Management, 15(1), 55-71.

Samarasinghe, S. M., & Maddumarala, M. (2019). Factors Affecting Social Commerce Web Sites Usage: An Integrated View. International Journal of Computer and Information Technology, 8(4), 131-141.

Shen, J. (2012). Social Comparison, Social Presence, and Enjoyment in the Acceptance of Social Shopping Websites. Journal of Electronic Commerce Research, 13(3), 198-212.

Shen, J., & Eder, L. (2011). An examination of factors associated with user acceptance of social shopping websites. International Journal of Technology and Human Interaction, 7(1), 19-36.

Stevens, J. P. (2002). Applied multivariate statistics for the social sciences (4th ed.). Mahwah, NJ: Lawrence Erlbaum.

Sukhu, A., Zhang, T., & Bilgihan, A. (2015). Factors Influencing Information-SharingBehaviors in Social Networking Sites. Services Marketing Quarterly, 36(4), 317-334.

Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2012). Word of mouth: measuring the power of individual messages. European Journal of Marketing, 46(1/2), 237-257.

Tun, P. M. (2012). Impact of Social Networking Websites on Business Today. AU-GSB e-JOURNAL, 5(2), 41-45.

Tun, P. M. (2020). Building A Theoretical Research Model for Trust Development: The Case of Mobile Financial Services in Myanmar. The South East Asian Journal of Management, 14(2), 175-195.

Tun, P. M. (2021). Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites. Shirkah: Journal of Economics and Business, 6(2), 137-160.

Um, N.-H. (2018). Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites. Journal of Promotion Management, 25(4), 500-519.

Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.

Ventre, I., Mollá-Descal, A., & Frasquet, M. (2021). Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram. Economic Research-Ekonomska Istraživanja, 34(1), 570-589.

Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.

Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective. Sustainability, 11(8), 1-18.

Ying, Z., Jianqiu, Z., Akram, U., & Rasool, H. (2021). TAM Model Evidence for Online Social Commerce Purchase Intention. Information Resources Management Journal, 34(1), 86-108.