Previous studies demonstrated that utilitarian and hedonic motivations have strong impact on online shopping behavior. In the online social shopping setting, consumers are also socially motivated. However, past studies consider this motivation as a uni-dimensional construct. Besides, reviewed literature does not provide scholars with understanding of combined effects of three types of motivation on online shopping intention. This study aims at filling the gap by proposing and testing the three components of social motivation as well as discuss and test the combined effect of three types of motivation on intention of engagement in online social shopping. Based on a sample of 195 Khanh Hoa consumers collected in a self-administrated survey, analysis results show that social motivation consists of three components as proposed. Also, combined effect of three motivations explains 51 percent variance of behavioral intention.
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