Social Network Site Behavior
The concept of SNS behavior can be defined as the actions and inactions of individuals on SNS. Studies on SNS has described it to be either participating and browsing (Horng & Wu, 2020), or interaction and non-interaction (Burnett, 2000). In the nutshell, SNS behavior can be portrayed in two forms, active and passive SNS behavior. Active SNS behavior is the act of posting messages, commenting, liking, and sharing content on SNS with the aim of humor, creating emotional support, promoting a product or service, among others (Burnett, 2000; Horng & Wu, 2020). It can be deduced from other previous studies that SNS behavior (active and passive) is underscored by constructs usage, frequency of usage, interaction among its users (Ellison, Steinfield, & Lampe, 2007; Phua, Jin, & Kim, 2017; Shane-Simpson, Manago, Gaggi, & Gillespie-Lynch, 2018) Based on these constructs SNS behavior has been found to create bridging social capital on Twitter and bonding social capital on Facebook (Shane-Simpson et al., 2018). Also, based on these underlining constructs of SNS behavior and theories such as social influence, social impact, and social interaction, SNS behavior influences behavioral intentions. Therefore, in this study we expect that SNS behavior (Active and Passive SNS behavior strong effect on purchase intention under social commerce.