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In recent years, social commerce has emerged as a new mode of operation which can be distinguished from traditional e-commerce. The paper aims to discuss these issues.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The main purpose of this study is to determine which factors influence a consumer\u2019s behavioral intention in the context of social commerce websites, and to explore overall purchase intentions based on the consumer\u2019s cognitive evaluation. The examination reveals that consumers\u2019 multidimensional perceptions influence both their perceptions of value and their purchase intentions. Other related social awareness factors explored by this study are also shown to influence customers\u2019 purchase intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>In summary, the results show that perceived value and social awareness factors influence customers\u2019 purchasing decisions and behavioral intentions for different gender. These findings have significant theoretical and managerial implications.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Social commerce is a subset of e-commerce brought about by the development of social networking. Activities conducted on social networking websites can be considered as a form of social commerce. In Taiwan, social commerce is still in the early stages of development.<\/jats:p><\/jats:sec>","DOI":"10.1108\/lht-01-2018-0007","type":"journal-article","created":{"date-parts":[[2018,6,6]],"date-time":"2018-06-06T08:36:57Z","timestamp":1528274217000},"page":"583-604","source":"Crossref","is-referenced-by-count":73,"title":["Purchase intention in social commerce"],"prefix":"10.1108","volume":"36","author":[{"given":"Chia-Chen","family":"Chen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kuo-Lun","family":"Hsiao","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shan-Jung","family":"Wu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2018,6,6]]},"reference":[{"key":"key2021041509200049400_ref001","volume-title":"Social Identity Theory: Constructive and Critical Advances","year":"1990"},{"issue":"4","key":"key2021041509200049400_ref002","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/10696679.2001.11501899","article-title":"Perceived value: mediating role of perceived risk","volume":"9","year":"2001","journal-title":"Journal of Marketing Theory and Practice"},{"key":"key2021041509200049400_ref003","unstructured":"API2CART (2017), \u201cSocial commerce at the end of 2016: trends and statistics\u201d, available at: https:\/\/api2cart.com\/ecommerce\/social-commerce-end-2016-trends-statistics\/ (accessed August 8, 2017)."},{"issue":"2","key":"key2021041509200049400_ref004","doi-asserted-by":"crossref","first-page":"91","DOI":"10.1016\/S0148-2963(99)00011-9","article-title":"Atmospheric affect as a tool for creating value and gaining share of customer","volume":"49","year":"2000","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2021041509200049400_ref005","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"key":"key2021041509200049400_ref006","unstructured":"Bauer, R.A. 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