CONSUMER TRAITS DRIVING SOCIAL COMMERCE PURCHASE INTENTION IN CAMBODIA

The rapid expansion of social commerce has transformed consumer purchasing behavior, particularly in emerging digital economies. Although previous studies have primarily emphasized technological and platform-related determinants of purchase intention, limited attention has been given to the role of consumers inherent behavioral characteristics. Furthermore, the moderating influence of price sensitivity remains underexplored in social commerce research. Addressing these gaps, this study examines the effect of consumer behavioral traits on purchase intention and investigates the moderating role of price sensitivity among social commerce consumers in Phnom Penh, Cambodia.