EXPLORING THE IMPACT OF FUNCTIONAL OBSTACLES ON PURCHASE INTENTION IN SOCIAL MEDIA COMMERCE: EVIDENCE FROM PALESTINE

Abstract

This study examines the impact of functional obstacles specifically trust, value, and usage faced by e-commerce users on social media platforms on their purchase intention in Palestine. Quantitative data were obtained through a structured questionnaire distributed to e-commerce users in Palestine and analysed using the "PLS-SEM" technique. The results reveal a significant negative relationship between these functional obstacles (trust, value, and usage) and purchase intention. By applying resistance theory within the e-commerce context, the study enhances theoretical understanding while offering practical implications. The findings provide valuable insights for policymakers and e-commerce firms in designing effective strategies to mitigate functional obstacles, thereby fostering consumer trust and encouraging purchasing behaviour.