Abstract
The objective of this research is to determine the factors of social commerce that contribute to the purchase decision of millennial consumers from the state of Baja California, Mexico. This is a cross-sectional, descriptive, and correlational. A literature review conceptualizing social commerce (s-commerce) was conducted. For the sample size a 97% confidence and 4.2% error was used, which corresponds to the representativeness of the study population. A total of 667 questionnaires were applied to millennial consumers, and an exploratory factor analysis was performed. Results show four components that contribute to the purchase decision: (1) Attention and monitoring of the needs of the customer during and after the purchase, (2) Safe and efficient purchasing process, (3) Advertising strategies, and (4) Loyalty programs. It is concluded that millennials consider social networks a necessity and have a positive attitude towards purchases through s-commerce and advertising, they feel motivated by comments on social networks, and they consider the opinions of others. users before making the purchase.
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