In e na ional Jou nal o Human Resea ch and Social Science S udies
ISSN(p): 3050-547X, ISSN(e): 3050-5488
Volume 02 Issue 11 No embe , 2025
DOI: h ps://doi.o g/10.55677/ijh sss/02-2025-Vol02I11
Page No : 776-782
Page 776 o 782
Building Social Engagemen : The Role o Pe sonal T ai s and FOMO in he
Sus ained Use o Social Comme ce Pla o ms
Ade Ruly Suma ini1, I Gede Su ya P a ama2, A.A. Ke u Jayawa sa3
1,2,3 Facul y o Economics and Business, Uni e si as Wa madewa, Bali, Indonesia
ABSTRACT: This s udy aims o examine he in luence o pe sonal ai s and Fea o Missing Ou
(FOMO) on he con inued use o sociaal comme ce pla o ms and i s consequences o social
engagemen . U ilizing a quan i a i e app oach, da a we e collec ed h ough a s uc u ed
ques ionnai e dis ibu ed o 90 esponden s who ha e p e iously engaged in online shopping ia
social comme ce. The analysis employed S uc u al Equa ion Modeling (SEM) o assess he
ela ionships be ween a iables. The indings e eal ha pe sonal ai s signi ican ly and posi i ely
a ec he con inued use o social comme ce pla o ms, while FOMO also plays a c ucial ole in
d i ing use engagemen . Mo eo e , he s udy concludes ha sus ained use o hese pla o ms
enhances social engagemen , indica ing ha use s no only seek ansac ional bene i s bu also social
in e ac ions. The esea ch highligh s he need o social comme ce pla o ms o conside
psychological ac o s when designing use expe iences o os e long- e m engagemen .
Co esponding Au ho :
Ade Ruly Suma ini
KEYWORDS:
Fea o Missing Ou ,
Pe sonal T ai s, Social
Comme ce, Social
Engagemen
1. INTRODUCTION
Nowadays, he use o Social Ne wo king Si es (SNS) has g own apidly along wi h he a o dabili y o in e ne echnology and
elec onic de ices. SNS, be e known as social media, a e in high demand by a ious g oups because hey a e able o p o ide
in o ma ion and en e ainmen in one applica ion pla o m. Use s can spend hou s on social media i he con en displayed is
in e es ing and a ied. Apa om being a means o communica ion, SNS is now also u ilised as a social comme ce pla o m ha
enables online ansac ions while inc easing social engagemen .
Social engagemen e e s o in e ac ions ha ake place wi hin online communi ies, whe he h ough indi idual social media such
as Twi e , Facebook, Ins ag am, TikTok, and LinkedIn, o on blogs, o ums, and e iew si es. Th ough hese in e ac ions,
consume s can sha e hei expe iences wi h speci ic b ands, inc ease p oduc ecommenda ions, and expand ma ke ing each.
Acco ding o he We A e Social epo (2022), in e ne use s spend 60 o 180 minu es pe day on social media, wi h younge use s
and women spending longe . In addi ion, social media has e ol ed om a me e sou ce o in o ma ion o a comme ce pla o m
(Hossain & Kim, 2020). While e-comme ce pla o ms a e s ill he p ima y choice o selling, many selle s a e using social media
as an al e na i e means o cap u e po en ial cus ome s h ough in o ma i e educa ion and in luence s.
Du ing he pandemic, social comme ce has inc eased apidly and helped MSMEs inc ease hei sales (kumpa an.com, 2021). The
mos equen ly used social media by Indonesians, ollowed by Facebook, Ins ag am, and TikTok, which ha e seen signi ican
inc eases. Social comme ce inco po a es social elemen s such as a en ion, sha ing, communica ion, discussion, and in e ac ion in
e-comme ce ansac ions.
F om a consume pe spec i e, social comme ce includes s o e selec ion, p oduc compa ison, in e ac ion wi h in luence s, and
e alua ion and sha ing o expe iences a e pu chase. Meanwhile, om he pe spec i e o e-comme ce companies, social comme ce
enables ma ke ing, p omo ion and sales o p oduc s h ough web 2.0 applica ions and coope a ion wi h in luence s. The wo main
ea u es o social comme ce a e shopping guidance and in e ac ion and sha ing be ween use s and companies.
Academic esea ch on social comme ce con inues o g ow. Zheng e al [1] de eloped a semi-supe ised sys em o es ima e he
quali y o online e iews and ound ha social ea u es con ibu e g ea ly o he sys em. Hajli [2] s a ed ha in e ac ion in social
comme ce inc eases us and pu chase in en ion, while [3]examined consume decision-making mechanisms in social comme ce.
The ini ial su ey showed ha consume s i s use social comme ce pla o ms because hey a e in luenced by online p omo ions
and p oduc displays. Howe e , a i s expe ience ha does no mee expec a ions can lead o hesi a ion in con inued use. Ba ge e
al [4] ound ha cus ome s no longe us ad e isemen s om online s o es, so o he a iables such as in luence s, adequa e
in o ma ion, ease o use, sa is ac ion, bene i s, da a secu i y, se ice, and pe sonal cha ac e is ics o use s become impo an ac o s
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in de e mining euse in en ions.
Li e al.[5] s a e ha in luence s, adequa e in o ma ion, and pe sonal ai s o use s a e he main igge s o using social comme ce.
Chen & Chang,[3] e ealed ha in luence s' cha m and p o essionalism ha e a posi i e e ec on use s' ecommenda ion in en ion
o use social comme ce pla o ms, especially TikTok Li e. Sa i i e al.[6] also ound ha in luence s ha e a signi ican in luence
on he in en ion o use social media pla o ms. Social echnology, social expe ience, and pe sonal ai s in luence he in en ion o
use social comme ce. Howe e , Alabdulla i & Velázquez-I u bide [7]) ound ha pe sonal ai s do no ha e a signi ican e ec on
he con inued use o online cou se pla o ms.
P e ious esea ch shows mixed esul s ega ding he in luence o pe sonal ai s on he use o social comme ce pla o ms. Some
s udies associa e pe sonal ai s wi h Fea o Missing Ou (FOMO), which is social anxie y due o ea o being le behind [8], [9].
P zybylski e al.[9] ound ha indi iduals wi h high FOMO used social media mo e equen ly and we e mo e p one o using mobile
phones while d i ing. Acco ding o sel -de e mina ion heo y [10] FOMO a ises when basic psychological needs such as
compe ence, au onomy, and ela edness a e no me , which encou ages indi iduals o be mo e ac i e in social media.
Se e al o he s udies ha e also highligh ed he in luence o pe sonal ai s on pe cei ed ease o use in he con ex o echnology.
No & Ye,[11] ound ha openness a ec s a pe son's inno a i eness in in o ma ion sys ems. Özbek e al.[12] ound ha ex a e sion
a ec s pe cei ed ease o use. Özbek e al.[12]also s a ed ha pe sonal ai s ha e a posi i e in luence on pe cei ed ease o use in
he accep ance o sma phone echnology. F iendly indi iduals end o ind echnology mo e use ul, while indi iduals wi h high
neu o icism end o ind echnology less use ul. In addi ion, indi iduals wi h a high le el o openness a e mo e ecep i e o new
echnology.
FOMO has been shown o inc ease social media use, especially among young people [9], [13], [14]. Al [13] ound ha indi iduals
wi h high ex insic mo i a ion end o ha e highe le els o FOMO and use social media mo e equen ly. Billieux [15]showed ha
socially anxious indi iduals use social media o seek social eassu ance. A s udy in India [14] showed ha FOMO is associa ed wi h
highe social media use. In addi ion, FOMO was ound o be a majo p edic o o sma phone usage.
Pe cei ed ease o use F. D. Da is [16]is he le el o use com o in adop ing new echnology. Cus ome s end o accep echnology
i hey ind i easy o use. Ease o use in business ansac ions is an impo an ac o in inc easing echnology adop ion [17], [18].
O he s udies con i m ha pe cei ed bene i s a e in luenced by pe cei ed ease o use in he echnology accep ance model (TAM)
[16], [19]. Acco ding o [19], consume s will be mo e likely o adop echnologies ha a e conside ed easy o use in hei shopping
ac i i ies. The e o e, social comme ce endo s need o imp o e pe cei ed ease o use among po en ial cus ome s.
II. METHOD
This esea ch was conduc ed using quan i a i e me hods wi h a causali y app oach. An explana o y su ey design was also ca ied
ou o explain he ela ionship be ween he a iables s udied. The popula ion and sample in his s udy a e consume s who ha e made
online pu chases on social comme ce pla o ms. Samples using non-p obabili y sampling wi h a sample size be ween 90 and 180.
The da a collec ion echnique was ca ied ou by dis ibu ing ques ionnai es con aining ques ions abou he ac o s in using he social
comme ce pla o m using Google Fo m. Da a analysis was ca ied ou using he S uc u al Equa ion Modeling (SEM) me hod o
es he ela ionship be ween a iables.
III. RESULTS
Responden Cha ac e is ics
This s udy in ol ed 90 esponden s who had p e iously made online pu chases h ough social comme ce pla o ms. Demog aphic
da a was collec ed o p o ide insigh s in o he social and economic backg ound o he esponden s, as well as o he ele an ac o s
ha may in luence he esul s o he s udy. Among he pa icipan s, 73.3% (66 people) we e emale, while 26.7% (24 people) we e
male, indica ing a p edominan emale p esence in he s udy, which is in line wi h he end o highe engagemen in social comme ce
among women. In e ms o age, he majo i y (45.6% o 41 esponden s) we e wi hin he ange o 25 o 32 yea s, ollowed by 23.3%
(21 esponden s) aged 33 o 40 yea s, 15.6% (14 esponden s) aged 41 o 47 yea s, 10% (9 esponden s) aged 17 o 24 yea s, and
5.6% (5 esponden s) aged abo e 47 yea s. Mos esponden s (90%) we e employed, including p i a e employees, ci il se an s
and sel -employed, while he emaining 10% we e s uden s o ecen g adua es, e lec ing a minimum educa ion le el o high school
o college. In e ms o mon hly income, 70% o esponden s ea n abo e IDR3,000,000, while 22.2% ea n be ween IDR1,000,000
and IDR3,000,000, and 7.8% ea n below IDR1,000,000, o en elying on pa en al suppo . In addi ion, 60% o esponden s ac i ely
use social comme ce pla o ms daily o almos daily, 25% use hem se e al imes a week, and 15% use hem less han once a week.
The mos equen ly used pla o ms a e Ins ag am, TikTok, Facebook, and YouTube.
In his s udy, alidi y and eliabili y es s we e conduc ed o ensu e ha he da a collec ion ins umen s me good esea ch quali y
s anda ds. The alidi y es aims o measu e whe he each ques ion i em is able o measu e he in ended a iable p ecisely and
accu a ely. Meanwhile, he eliabili y es aims o es he consis ency o he ins umen measu emen esul s when epea ed unde
he same condi ions.
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Validi y Tes
Validi y was es ed using he i em- o al co ela ion me hod h ough Pea son P oduc Momen analysis. The alidi y es esul s show
ha all s a emen i ems on pe sonal ai s, Fea o Missing Ou (FoMO), pe cei ed ease o use, con inued use o social comme ce
pla o ms and social engagemen ha e a signi ican co ela ion alue wi h he o al ins umen sco e, wi h a co ela ion coe icien
o 0.634 o 0.934 whe e hese esul s a e abo e 0.30 a he 0.05 signi icance le el. This indica es ha all i ems a e alid and can be
used o measu e a iable cons uc s app op ia ely.
Reliabili y Tes
Ins umen eliabili y was es ed using he C onbach's Alpha coe icien . Based on he es esul s, he C onbach's Alpha alue o
each a iable is as ollows: pe sonal ai s a iable ob ained a alue o 0.830, Fea o Missing Ou a iable 0.837, con inued use o
social comme ce pla o m a iable 0.891 and social engagemen a iable 0.896. This alue is abo e he 0.70 h eshold ecommended
in he social esea ch li e a u e, so i can be concluded ha his esea ch ins umen is eliable and p oduces consis en measu emen s.
In e en ial Analysis Resul s
1) Ou e Model
In he measu emen model, he ela ionship be ween indica o s and cons uc s is e alua ed by assessing alidi y and eliabili y.
E alua ion o he measu emen model (ou e model) aims o de e mine he alidi y and eliabili y o he indica o s used o measu e
he esea ch a iables. Resea ch a iables include pe sonal ai s, Fea o Missing Ou (FoMO), pe cei ed ease o use, con inued
use o social comme ce pla o ms and social engagemen measu ed by e lexi e indica o s. Cons uc alidi y was analysed by
es ing con e gen alidi y and disc iminan alidi y while eliabili y was assessed by composi e eliabili y.
(1) Con e gen alidi y es
Va iable
Indica o
Fac o Loading
Pe sonal T ai s (X1)
5
0,740- 0,902
FOMO (X2)
4
0,812 - 0,904
Pe cei ed Ease o Used (X3)
3
0,913 - 0,953
Con inued Use o Social Comme ce Pla o m (Y1)
3
0,817 - 0,910
Social engagemen (Y2)
3
0,877 - 0,957
The esul s o con e gen alidi y es ing show ha all a iable indica o ou e loading alues ha e alues abo e 0.50.
Thus, i can be concluded ha he indica o s ha e me he con e gen alidi y equi emen s.
(2) Disc iminan alidi y using ac o loading and A e age Va iance Ex ac ed es s
Ano he me hod ha can be used is o compa e he squa e oo o he AVE (A e age Va iance Ex ac ed) o each a iable wi h he
co ela ion alue be ween o he a iables in he model. I he squa e oo alue o he AVE o each cons uc is g ea e han he
co ela ion alue be ween he cons uc and o he cons uc s in he model, i is said o ha e good disc iminan alidi y alue (Hai
e al., 2017).
Va iable
A e age Va iance Ex ac ed (AVE)
Pe sonal T ai s (X1)
0,696
FOMO (X2)
0,879
Pe cei ed Ease o Used (X3)
0,809
Con inued Use o Social Comme ce Pla o m (Y1)
0,807
Social engagemen (Y2)
0,837
The da a shows ha he AVE alue o each a iable has an AVE alue g ea e han 0.50. Thus he model can be said o be
alid.
(3). Composi e eliabili y
A measu ing ins umen is said o be eliable i he composi e eliabili y alue is> 0.70 (Hai e al., 2017).
Va iable
Composi e Reliabili y
C onbachs Alpha
Rema ks
Pe sonal T ai s (X1)
0,851
0,963
Reliabel
FOMO (X2)
0,843
0,817
Reliabel
Pe cei ed Ease o Used (X3)
0,946
0,940
Reliabel
Con inued Use o Social Comme ce Pla o m (Y1)
0,912
0,908
Reliabel
Social Engagemen (Y2)
0,932
0,930
Reliabel
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Based on he da a abo e, i can be explained ha he AVE alue o each a iable has a composi e eliabili y alue and
C onbachs alpha g ea e han 0.70, hus, i can be explained ha he a iable has good eliabili y.
2) Inne model
(1) R-Squa e Tes
Tes ing he s uc u al model o inne model wi h PLS is done by looking a he R-Squa e (R2) alue which is a goodness-
i model es . The R-Squa e alue o each endogenous la en a iable is he p edic i e powe o he s uc u al model. Changes in
he R-Squa e alue can be used o explain he e ec o ce ain exogenous la en a iables on endogenous la en a iables. An R-
Squa e alue abo e 0.75 explains ha he model is s ong, 0.50-0.75 is mode a e, and 0.25- 0.50 is weak.
Va iable
R-Squa e
Con inued Use o Social Comme ce Pla o m (Y1)
0,735
Social engagemen (Y2)
0,759
Da a ha he R-Squa e alue o con inued use o social comme ce pla o m (Y1) eaches 0.735. This means ha 73.5 pe
cen o he a ia ion in he a iable con inued use o social comme ce pla o m (Y1) is explained by he a iables o pe sonal ai s,
Fea o Missing Ou (FoMO), pe cei ed ease o use. Simila ly, he a ia ion o social engagemen (Y2) is 0.759, indica ing ha 75.9
pe cen o he a ia ion is explained by he con inued use o social comme ce pla o m a iable.
O e all, hese esul s indica e ha he PLS model used has good p edic i e ele ance, wi h mos o he R-Squa e alues
being abo e 0.70 which is an indica ion ha he independen a iables in he model a e able o explain mos o he a ia ion in he
dependen a iable.
3) Hypo hesis Tes ing
Pa h Coe icien
No
Va iable
Coe icien
Co ela ion
S a is ics
p Values
Rema ks
H1
Pe sonal T ai s (X1) ->Con inued Use o Social
Comme ce Pla o m (Y1)
0,902
73,071
0,000
Signi ican
H2
FOMO (X2) -> Con inued Use o Social Comme ce
Pla o m (Y1)
0,118
2,066
0,039
Signi ican
H3
Pe cei ed Ease o Used (X1) -> Con inued Use o Social
Comme ce Pla o m (Y1)
0,911
67,169
0,000
Signi ican
H4
Con inued Use o Social Comme ce Pla o m (Y1) ->
Social engagemen (Y2)
0,778
21,880
0,000
Signi ican
Pa h coe icien esul s ha explain he a ious ela ionships be ween a iables ha in luence he in en ion o use digi al
bank se ices. Based on he esul s o he da a p ocessing p esen ed in he 4 hypo hesis o mula ions p oposed, he e a e 4 ( ou )
hypo heses ha ge suppo because hey p oduce a p- alue <0.05 o p oduce a -s a is ic alue> 1.96, namely hypo heses H1, H2,
H3, and H4.
IV. DISCUSSION
(1) The in luence o pe sonal ai s on con inued use o social comme ce pla o ms
The es esul s show ha pe sonal ai s ha e a posi i e and signi ican e ec on he con inued use o social comme ce pla o ms.
The esul s o his es p o e ha hypo hesis 1 (H1) p oposed in his s udy which s a es ha pe sonal ai s ha e a posi i e and
signi ican e ec on con inued use o social comme ce pla o ms can be accep ed.
Resea ch ha e eals ha pe sonal ai s ha e a posi i e and signi ican e ec on he con inued use o social comme ce pla o ms
highligh s how he unique psychological cha ac e is ics o indi iduals a e he ounda ion o he o ma ion o hei digi al shopping
habi s. The posi i e e ec indica es ha he s onge a pa icula pe sonali y ai is in a pe son, he highe hei in en ion and
equency o con inue using he pla o m. Meanwhile, signi icance p o es ha his ela ionship is no coincidence, bu a s ong and
consis en pa e n ha can be s a is ically e i ied, ex ending beyond he esea ch sample o a wide popula ion o use s. Some o
he key ai s ha a e o en shown o ha e a di ec impac include ex o e ed pe sonali y ypes who use he pla o m as a means o
gain social alida ion and in e ac , so hey e u n o sha e hei shopping expe iences o see esponses om hei social ne wo ks.
Fu he mo e, people wi h high le els o openness o expe ience end o be loyal use s as hey enjoy he p ocess o explo ing new
ea u es, inno a i e p oduc s and he la es ends ha he pla o m cons an ly p esen s. On he o he hand, conscien iousness can
mo i a e con inued use o social comme ce pla o ms h ough a planning mechanism; use s wi h his ai ou inely u ilise he
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pla o m o compa e p ices, ead in-dep h e iews and manage wish lis s, making he pla o m pa o hei s uc u ed shopping
decision-making i ual. E en neu o icism may con ibu e, whe e indi iduals seek elease o dis ac ion om daily s ess by b owsing
and impulse shopping. Thus, hese indings con i m ha use loyal y o a social comme ce pla o m is no a homogeneous
phenomenon, bu a he highly pe sonalised based on each indi idual's psychological map, whe e success ul pla o ms a e ul ima ely
hose ha a e able o emb ace and ca e o he di e se needs o hese di e en pe sonali y ypes. Chen & Chang [3]s a ed ha
pe sonal ai s posi i ely in luence a pe son's desi e o con inue using online applica ion.
(2) The in luence o FoMO on con inued use o social comme ce pla o ms
The es esul s show ha FOMO has a posi i e and signi ican e ec on con inued use o social comme ce pla o ms. The esul s
o his es p o e ha hypo hesis 2 (H2) p oposed in his s udy which s a es ha FOMO has a posi i e and signi ican e ec on
con inued use o social comme ce pla o ms can be accep ed.
The inding ha FOMO (Fea O Missing Ou ) has a posi i e and signi ican e ec on con inued use o social comme ce pla o ms
e eals c ucial psychological and beha iou al dynamics in he mode n digi al shopping wo ld. FOMO, which is he social anxie y
o missing ou on a ou able in o ma ion, expe iences o oppo uni ies enjoyed by o he s, u ns ou o se e as a e y powe ul
mo i a ional d i e . In he con ex o pla o ms such as TikTok Shop, Ins ag am Shopping o Shopee Li e, his eeling is consis en ly
igge ed by specially designed elemen s, such as lash sales wi h coun down ime s, no i ica ions s a ing s ock is unning low, o
li es eams ea u ing c owds o en husias ic shoppe s. The posi i e in luence he e means ha he mo e in ense he eeling o FOMO
ha a use expe iences, he mo e equen and engaged hey will be in using he pla o m. They will e u n again and again, no jus
ou o necessi y, bu o ease anxie y by eeling connec ed and no missing ou . Meanwhile, he wo d signi ican con i ms ha his
ela ionship is no a me e coincidence, bu has been s a is ically p o en o be obus h ough esea ch, sugges ing ha his pa e n is
a eal phenomenon and can eliably p edic use beha iou . Ul ima ely, FOMO acili a es he o ma ion o a habi ual cycle o isual
igge s on he pla o m gene a ing anxie y, which is hen alle ia ed by he ac o opening he app, b owsing he p oduc , and inally
making a pu chase. I is his epe i i e cycle ha c ys allises con inued use beha iou , making he use no jus a one- ime consume ,
bu an ac i e pa o he pla o m ecosys em ha e u ns egula ly, hus ensu ing he long- e m su i al and g ow h o social
comme ce businesses.
In he con ex o social media ma ke ing and in luence ma ke ing, FoMO is widely used in ma ke ing. Thus, ad e ising con en
on social media ha appeals o anxie y elie leads o highe in ensi y o social media use. Joo e al.[19]in es iga ed whe he adding
FOMO messages o Facebook ad e s inc eases con inued use o he social comme ce pla o m. The esul s ound ha consume s
pe o med be e in ad ecall and ecogni ion when FOMO con en was p esen . Hamu oglu.[20] ound ha FoMO has a signi ican
impac on he con inued use o social comme ce pla o ms and is also highly co ela ed wi h collec i ism, e hnic iden i y and cul u e.
The p esence o FoMO will ul ima ely esul in a highe p obabili y o pu chase beha iou . Fo example Li [5]) s udied he di ec
and indi ec e ec s o FoMO appeals on pu chase likelihood, and sugges ed ha FoMO-laden appeals may in luence consume s'
pu chase in en ions on an ongoing basis.
(3) The In luence o pe cei ed ease o use e hadap con inued use o social comme ce pla o m
The es esul s show ha pe cei ed ease o use has a posi i e and signi ican e ec on con inued use o social comme ce pla o ms.
The esul s o his es p o e ha hypo hesis 3 (H3) p oposed in his s udy which s a es ha pe cei ed ease o use has a posi i e and
signi ican e ec on con inued use o social comme ce pla o ms can be accep ed.
Resea ch ha e eals ha pe cei ed ease o use has a posi i e and signi ican e ec on con inued use o social comme ce pla o ms
con i ms he undamen al p inciple in echnology adop ion ha use s will consis en ly e u n o pla o ms ha a e pe cei ed o be
easy and uncomplica ed. The posi i e e ec means ha he highe he use s' belie ha he pla o m is easy o na iga e, lea n and
ope a e o achie e hei goals (such as sea ching o p oduc s o comple ing pu chases), he s onge hei in en ion and habi o
using i epea edly. Meanwhile, signi icance con i ms ha his ela ionship is no a coincidence, bu a s ong and eliable p edic o
ha has been s a is ically es ed, sugges ing ha ease o use is a c i ical p e equisi e o e aining use s in he long e m. This concep
is oo ed in he Technology Accep ance Model (TAM) p oposed by [16] whe e pe cei ed ease o use is one o he co e belie s ha
shape use s' a i udes owa ds a sys em.
Recen s udies in he con ex o con inued use o social comme ce pla o ms p o e i s alidi y. A s udy by [2] ound ha ease o use
o social comme ce pla o ms no only d i es in en ion o adop , bu also inc eases pe cei ed use ulness and ul ima ely builds
in en ion o con inue pa icipa ing. In p ac ice, his ansla es in o a seamless use expe ience: in ui i e in e aces such as on
Ins ag am Shopping o TikTok Shop enable a seamless ansi ion om iewing con en o ansac ing, simple paymen p ocesses,
and in elligen sea ch and ecommenda ion ea u es. When use s ace no ic ion o signi ican echnical obs acles, he le el o e o
equi ed o shop is low. This educes psychological ba ie s, inc eases sa is ac ion, and builds posi i e associa ions wi h he
pla o m. Ul ima ely, pe cei ed ease o use c ea es he ounda ion o a s ess- ee expe ience, which mo i a es use s o make he
pla o m hei p ima y des ina ion, hus ensu ing con inued usage as a na u al consequence o use -cen ed design.
(4) The consequences o con inued use o social comme ce pla o ms on social engagemen
The es esul s show ha he consequences o con inued use o social comme ce pla o ms on social engagemen a e posi i e and
signi ican . These es esul s p o e ha hypo hesis 4 (H4) p oposed in his s udy can be accep ed.
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The inding ha he consequence o con inued use o social comme ce pla o ms on social engagemen is posi i e and signi ican
e eals ha he ac i e and epea ed habi o using he pla o m is no jus a ansac ional ac i i y, bu ins ead se es as a ca alys o
s eng hen and expand use s' social in e ac ions. The posi i e e ec indica es ha he mo e in ensely and consis en ly a pe son uses
he social comme ce pla o m, he quan i y and quali y o hei social engagemen such as sha ing expe iences, p o iding commen s,
asking o opinions, and building a sense o communi y will also inc ease. The signi icance alue con i ms ha his ela ionship is
no an illusion o coincidence, bu a s ong and s a is ically e i ied cause-and-e ec ela ionship, which illus a es a consis en end
among use s.
Resea ch by [5] on social comme ce has p o en ha he use o such pla o ms is no only o shopping, bu also o ul il social needs
by acili a ing he exchange o in o ma ion and suppo among use s, which in u n inc eases social engagemen . Fu he mo e, a
s udy by [2] ound ha pa icipa ion in social comme ce pla o ms c ea es a social suppo en i onmen , whe e loyal use s a e
ac i ely in ol ed in he communi y by p o iding e iews, ecommenda ions, and likes, all o which a e angible o ms o social
engagemen . This mechanism wo ks because social comme ce pla o ms a e essen ially hyb id ecosys ems ha b ing oge he
comme cial and social ne wo king elemen s. When a use con inuously iews a iend's pos s, pa icipa es in an in e ac i e li e
s eam, o engages in a p oduc discussion, hey a e indi ec ly nu u ing and deepening hei social ela ionships. These epea ed
in e ac ions build social capi al, mu ual us , and communi y ies. Thus, con inued use o social comme ce pla o ms ans o ms
he pla o m om a me e digi al ma ke place o a dynamic social space, whe e each isi no only has he po en ial o gene a e
ansac ions, bu also en iches he ab ic o use s' social in e ac ions, p o ing ha comme cial and social alue can g ow
simul aneously.
V. CONCLUSION
The indings om his esea ch a e a complex phenomenon d i en by he dynamic in e ac ion be ween echnological, psychological,
and social ac o s. The esea ch indings consis en ly p o e ha pe cei ed ease o use, psychological d i es such as FOMO, and
pe sonal ai s no only posi i ely and signi ican ly in luence he o ma ion o usage habi s, bu also ul ima ely esul in posi i e
social consequences, namely inc eased social engagemen . This causal ela ionship con i ms ha success ul social comme ce
pla o ms ope a e as an in eg a ed hyb id ecosys em, whe e comme cial alue and social alue a e mu ually ein o cing. Use s no
only come o ansac , bu also o ul il hei psychological and social needs, which hen binds hem o keep coming back o he
pla o m, c ea ing a con inuous cycle o usage.
VI. ACKNOWLEDGMENTS
The esea che would like o exp ess since e g a i ude o all indi iduals and ins i u ions who ha e con ibu ed o he comple ion o
his s udy. Deep app ecia ion is ex ended o. Special hanks a e also gi en o Facul y o Economics and Business, Uni e si as
Wa madewa, Bali, Indonesia o p o iding he necessa y acili ies and academic suppo . The esea che g a e ully acknowledges
he esponden s who willingly pa icipa ed and sha ed hei expe iences, making his esea ch possible. App ecia ion is also ex ended
o colleagues and pee s o hei help ul insigh s and coope a ion du ing a ious s ages o he s udy. Finally, hea el hanks go o
amily and iends o hei endless suppo , unde s anding, and mo i a ion h oughou he jou ney o comple ing his esea ch.
VII. DISCLOSURE
The au ho epo s no con lic s o in e es in his wo k. [Each manusc ip needs o include a disclosu e o inancial in e es o o he
The au ho decla es ha he e a e no inancial, comme cial, o pe sonal ela ionships ha could be cons ued as a po en ial con lic
o in e es in he conduc and publica ion o his esea ch. The au ho epo s no con lic s o in e es and ecei ed no inancial suppo
o he esea ch, au ho ship, o publica ion o his a icle.
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