An Assessment on the Factors Influencing Consumers’ Participation in Social Commerce in Time of Pandemic

The study aims at assessing the factors influencing consumer participation in social commerce sites in times of pandemic. Respondents came from a first-class and third-class municipality in the province of Nueva Ecija, Philippines. Descriptive-Correlational research was utilized to describe the common factors that influence the consumers' participation in social commerce sites and correlate whether there is a significant difference between the assessments made. One hundred and five respondents participated in this study. Results revealed that social commerce components, perceived usefulness, reputation, and perceived ease of use are among the factors which significantly influence consumers to engage and participate in social commerce sites. Further, results revealed no significant difference between the assessments made from the first and third-class municipalities.