Impact of social experience on customer purchase decision in the social commerce context

2020 ◽  
Vol 22 (1) ◽  
pp. 47-71 ◽  
Author(s):  
Yonathan Dri Handarkho
Keyword(s):  
Emotional Support ◽  
Subjective Norms ◽  
Parasocial Interaction ◽  
Herd Behavior ◽  
Social Commerce ◽  
Moderating Effects ◽  
Peer Communication ◽  
Content Type ◽  
Intention To Purchase ◽  
The Social

Purpose This study aims to examine the factor of social experience influencing an individual’s purchase decision in the social commerce (SC) environment by proposing a model developed based on the social impact theory. The proposed model consists of the number, closeness and tie strength of the influencing factor and the receiver. Design/methodology/approach A total of 288 responses were collected from Indonesian SC users to validate the theoretical model, which consists of perceived herd behavior, peer communication, emotional support, parasocial interaction and subjective norms. This study also explores the moderating effects of gender, age, experiences and occupations on the direct effect of model variables, which affect the individual’s intention to purchase in SC. Findings The results of this study showed that parasocial interaction is the strongest determinant of intention to purchase in SC, followed by perceived herd behavior and peer communication. However, the direct effect of subjective norms and emotional support were found insignificant in this study. For moderating effects, only gender and occupation were significant in terms of the immediate effect of peer communication, perceived herd behavior and subjective norms on intention to purchase. Originality/value The study contributes to theory in the form of insight on immediate effect and the exploratory investigation of moderating effects. It also contributes to practice by suggesting several practical actions based on the findings designed to achieve the objective of improving customers’ intention to purchase in SC.

The path of support-to-sales: mediating role of seller collaborative information exchange in social commerce

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Li Chen ◽  
Fengxia Zhu ◽  
Murali Mantrala
Keyword(s):  
Information Exchange ◽  
Instrumental Support ◽  
Trade Volume ◽  
Social Commerce ◽  
Content Type ◽  
Mediating Role ◽  
The Social ◽  
Source Data ◽  
Negative Effect

Purpose This paper aims to systematically investigate the direct and indirect effects of four types of support – peer instrumental support, peer emotional support, platform business support and platform communication support – on seller trade volume in social commerce. It also aims to uncover the path of support-to-sales of the seller from a platform perspective and provides a more complete picture of the social commerce phenomenon. Design/methodology/approach This paper uses multi-source data including primary survey data and secondary data on trade volume to test the hypotheses. PROCESS mediation model is used to analyze the multi-source data set. Findings This study finds that the positive effects of peer instrumental support, platform business support and platform communication support on seller trade volume are fully mediated by seller collaborative information exchange. Also, peer emotional support has a significant negative effect on seller trade volume and collaborative information exchange can serve as a buffer to mitigate the negative effect. Research limitations/implications The authors provide new insights into what types of support are or are not conducive to improving transaction volume of individual sellers and highlight the mediating role of seller information exchange in this value generation process in social commerce. These findings advance current knowledge of how seller interactions increase value in social commerce. The chosen research setting may limit the generalizability of the findings of this study. Practical implications This paper offers valuable implications for social commerce platforms on how to better serve their sellers to achieve high growth. Specifically, the findings suggest that platforms should encourage instrumental support and information exchange among peer sellers. In addition, platforms should expand seller support from a single-focus on sellers’ business to a dual-focus on both sellers’ business and socialization in social commerce. Originality/value This paper fulfills an identified need to study how sellers can better derive value from the social interactions and how social commerce platforms can effectively influence transactions, support sales and serve as a selling platform.

The impact of personality trait and social experience on youngsters’ intention to purchase impulsively from social commerce platforms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kusworo Anindito ◽  
Yonathan Dri Handarkho
Keyword(s):  
Personality Trait ◽  
Social Experience ◽  
Social Commerce ◽  
Behavior Control ◽  
Personal Traits ◽  
Content Type ◽  
Intention To Purchase ◽  
Perceived Behavior Control ◽  
The Impact ◽  
Perceived Behavior

Purpose This study aims to determine the impact of personality traits and social experience on Indonesian youngsters’ intention to purchase impulsively from social commerce (SC) platforms. Furthermore, latent state-trait, personal traits and social impact were used to determine the factors influencing this impulsive behavior. Design/methodology/approach This is a theoretical research model with data obtained from 658 Indonesian youngsters between the ages of 18 and 24. The data were prepared using exploratory and confirmatory factors with the structural equation modeling (SEM) approach used to analyze the direct, indirect and moderating effects. Findings The result showed that hedonic motivation is the most influential personality trait construct that directly determines youngsters’ purchasing intention, followed by perceived behavior control. Furthermore, their constructs from social experience, namely, subjective norms and peer communication, significantly have an indirect effect on the dependent variable through mediator hedonic motivation and perceived behavior control. Originality/value Preliminary studies neglected the social interaction process used by youngsters’ in the impulsive purchase of the SC context. Therefore, this research postulated the associated factors by involving their interplay between personal traits and social experience.

Why users purchase virtual products in MMORPG? An integrative perspective of social presence and user engagement

2017 ◽  
Vol 27 (2) ◽  
pp. 408-427 ◽  
Author(s):  
Wei Jin ◽  
Yongqiang Sun ◽  
Nan Wang ◽  
Xi Zhang
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Role Playing ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Technological Factors ◽  
Intention To Purchase ◽  
The Social ◽  
Virtual Product

Purpose Prior studies on virtual product purchase have focused on external technological factor but have paid less attention to internal user factors. Thus, drawing upon the social presence and user engagement theories, the purpose of this paper is to develop a research model considering both technological factors and user factors and empirically examine the validity of the proposed research model. Design/methodology/approach A survey from 214 World of Warcraft players was conducted to test the proposed research model, and structural equation modelling approach (specifically, PLS) was used to test the proposed hypotheses. Findings The data analysis results suggest that both social presence and user engagement positively influence the intention to purchase virtual products. Furthermore, two technological factors, interactivity and sociability, are found to affect social presence, and two social factors, social ties and social identity, are found to affect user engagement. Originality/value This study proposes a dual factor framework (i.e. technological and user factors) to investigate the factors influencing the intention to purchase by integrating the social presence perspective and user engagement perspective. The findings would be beneficial for service provider of massively multiplayer online role-playing games to recognize that triggering user demand is of equal importance with offering better technologies and suggest new ways to promote users’ virtual product purchase intentions.

Socio-influences of user generated content in emerging markets

2018 ◽  
Vol 36 (7) ◽  
pp. 737-749 ◽  
Author(s):  
Harish Kumar ◽  
Manoj Kumar Singh ◽  
M.P. Gupta
Keyword(s):  
Emerging Markets ◽  
User Generated Content ◽  
Business Practices ◽  
Social Commerce ◽  
Interpretive Structural Modeling ◽  
Content Type ◽  
The People ◽  
The Social ◽  
Marketing Activities ◽  
Hierarchical Relationships

Purpose The purpose of this paper is to conceptualize the influencing characteristics of user-generated content over perceived structure of social platforms to plan various business practices to improve the social commerce activities especially in emerging markets. Design/methodology/approach In first step, key factors are identified from the systematic literature studies and experts’ opinion. Second, total interpretive structural modeling is used to interpret the complexity of relationships among various factors. Further, fuzzy-MICMAC analysis is used to determine the most driving factors to improve the social commerce. Findings The study illustrates hierarchical relationships that can help policy designers, business leaders and decision makers to gain maximum benefits of mining the user-generated content to implement the people-oriented changes to improve economic capability of a country. Research limitations/implications The applicability of the study findings can be deployed mostly in emerging economies. The study has not considered the data security, cyberbullying, authenticity and reliability of shared content spread virally over social sites. Practical implications The paper will assist policy makers, business planners and solution providers to give importance to public-led influencing patterns to offer business solutions based on people demand and choices. Social implications The customers’ engagement, sharing reviews, getting suggestions from other people and finding new trends through user-generated content would enable higher social commerce activities. Originality/value The paper develops hierarchical relationships to represent the advancements in business and marketing activities based on influencing patterns and behavior of users over social sites.

scholarly journals THE ROLE OF SOCIAL COMMERCE CONSTRUCTS, SOCIAL SUPPORT, AND TRUST IN COMMUNITY ON SOCIAL COMMERCE ACTIVITIES

2018 ◽  
Vol 1 (2) ◽  
pp. 74-83
Author(s):  
Amir Hidayatulloh
Keyword(s):  
Social Support ◽  
Social Media ◽  
Emotional Support ◽  
Sampling Technique ◽  
Information Support ◽  
Social Commerce ◽  
The Social ◽  
Convenience Sampling ◽  
The Individual

This study  aims  to  analyze  social  commerce  constructs, social  support,  and  individual  trust in the  community   in   social   commerce   activities.   Social   support   includes   emotional   support  and informational  support.  The population  was  social  media  users, while  the  samples were  social media users who had made purchase at least two transactions through social media. The sampling technique was convenience sampling. Totally, 162 respondents were involved. Hypothesis testing was  done using  Warp PLS. This study  reveals that individual  trust in  the community  can be built directly  through  the social  commerce  constructs. These  constructs affects both  emotional  support and information support, in which they will ultimately affect the individual trust in the community. Furthermore,  social  commerce  intention  is influenced  by  individual  trust in  the community  and emotional  support.  However,  information  support does not  affect  the social commerce  intention.

Exploiting online environment to engage customers: social commerce brand community

2020 ◽  
Vol 23 (3) ◽  
pp. 339-361
Author(s):  
Maria Teresa Cuomo ◽  
Alice Mazzucchelli ◽  
Roberto Chierici ◽  
Francesca Ceruti
Keyword(s):  
Multiple Case Study ◽  
Social Commerce ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
The Social ◽  
Online Brand Community ◽  
Multiple Case

Purpose Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online brand communities have given firms the opportunity to establish a new kind of community, namely, the social commerce brand community. Adopting a managerial perspective, the research aims to identify the core dimensions of social commerce brand community and shed light on how they contribute in engaging customers and transform them into brand advocates. Design/methodology/approach Five social commerce retailers operating into five different sectors of activity have been involved in a multiple case study. Data retrieved from semi-structured interviews have been triangulated with information gathered from different sources to provide depth to the cases and enhance data validity. Findings This study substantiates the rise of social commerce brand community as a new phenomenon that differs from traditional online brand communities and provides firms with concrete support in selling activities and in managing relationships with customers. The multiple case study allows also to detect social commerce brand community core pillars, namely, participants’ identification, participation, conversation and social support. These four elements turned out to be crucial to develop an effective social commerce brand community. Research limitations/implications This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies. Originality/value This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies.

The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective

2020 ◽  
Vol 16 (4) ◽  
pp. 369-386
Author(s):  
Yonathan Dri Handarkho
Keyword(s):  
Theoretical Model ◽  
Customer Loyalty ◽  
Social Impact ◽  
Herd Behavior ◽  
Social Commerce ◽  
Variety Seeking ◽  
Content Type ◽  
Factors Influencing ◽  
Five Factors ◽  
Impact Theory

Purpose This study aims to address the factors influencing customer loyalty in social commerce (SC) sites from different standpoints with the intention to use the “variety-seeking” perspective and social impact theory as the foundation of the theoretical model. Specifically, it examined the factors capable of diverting user loyalty from using the current platform to other SC sites. Design/methodology/approach The theoretical model developed consists of five factors, including the intention to switch, perceived herd behavior, life events, satiation and hedonic motivation. However, this proposed model was validated by 568 users of SC in Indonesia. Findings The result showed that all direct and indirect predictors of the dependent variable were statistically significant except the direct effect of the perceived herd behavior. Meanwhile, age, income, and experience were found to have a significant moderating effect on the direct influence on the dependent variable. Originality/value This study is different from previous studies in SC, which focused on customer loyalty. It makes an alternative approach by investigating a “negative” factor capable of diverting user attention and commitment with the current SC platform, which leads to switching to another SC.

Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products

2018 ◽  
Vol 9 (4) ◽  
pp. 799-822 ◽  
Author(s):  
Mohammad Enamul Hoque ◽  
Nik Mohd Hazrul Nik Hashim ◽  
Mohammad Hafizi Bin Azmi
Keyword(s):  
Conceptual Framework ◽  
Islamic Banking ◽  
Marketing Communication ◽  
Moderating Effects ◽  
Content Type ◽  
Intention To Purchase ◽  
Starting Point ◽  
Customer Attitude ◽  
The Impact ◽  
Financial Consideration

Purpose The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial consideration on the relationship between customer attitude and purchase intention of Islamic banking products and services. Design/methodology/approach This conceptual paper is structured based on the extant literature; it provides a review of theoretical perspectives, highlights the gap and illustrates the significance for developing a framework. Findings The authors identify notable patterns and limitations in previous empirical studies. Specifically, despite increasing interest in Islamic banking customer behavior, prior research has not given much attention to explore moderating effects on the customer attitude–intention link. This has left researchers and bank managers with very limited information to explain the conditions that enhance customers’ attitude and intentions toward Islamic banking products. Based on this backdrop, the paper displays a viable research model with propositions that assess potential moderating effects on the domain relationship. Research limitations/implications This paper contributes to Islamic banking and management literature because prior research has predominantly focused on variables that directly influence customers’ behavior. This novel conceptual framework enables managers to better understand their customers and has implications for emerging themes, such as formulating strategies for specific customer groups and internationalization process. In addition, this paper provides a starting point to empirically examine whether and how the proposed moderators affect the link between customer attitude and behavioral intentions to purchase Islamic banking products. Originality/value To the best of knowledge, this is the first attempt to introduce relevant moderating variables for investigating the attitude and intention nexus in an Islamic banking context. Furthermore, the authors propose a new measure, namely, profit-loss sharing proportions which could enhance customers’ intention to purchase Islamic banking products.

Understanding contextual factors affecting the adoption of energy-efficient household products in Jordan

2019 ◽  
Vol 10 (2) ◽  
pp. 314-332 ◽  
Author(s):  
Amjad A. Abu-Elsamen ◽  
Mamoun N. Akroush ◽  
Nermeen A. Asfour ◽  
Hana Al Jabali
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Environmental Awareness ◽  
Subjective Norms ◽  
Financial Risks ◽  
Research Model ◽  
Content Type ◽  
Factors Affecting ◽  
Perceived Performance ◽  
Intention To Purchase

Purpose This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA). Design/methodology/approach In total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses. Findings Attitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention. Research limitations/implications This research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors. Practical implications Environmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth. Social implications The findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology. Originality/value The study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework

2020 ◽  
Vol 14 (3) ◽  
pp. 285-303 ◽  
Author(s):  
Muhammad Aljukhadar ◽  
Amélie Bériault Poirier ◽  
Sylvain Senecal
Keyword(s):  
Social Media ◽  
Media Use ◽  
Social Commerce ◽  
Structured Interviews ◽  
Aesthetic Value ◽  
Social Media Use ◽  
Content Type ◽  
Consumption Values ◽  
The Social ◽  
The Aesthetic

Purpose Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and Pinterest) are built around imagery consumption. This paper follows a qualitative theory building approach to extend the theory of consumption values and develop a framework based on the values social media deliver to consumers that explain their use outcomes. Design/methodology/approach The framework was analytically developed based on a review of the literature. In contrast to frameworks such as stimulus-organism-response (S-O-R), the framework proposes that people consume social media to maximize relevant values, namely, the aesthetic, social and learning value. Then, a study based on semi-structured interviews is performed to elaborate on the values and their undertakings. Findings The paper defines the consumption’s aesthetic value and underscores it as a focal driver of social media use and a key concept in social commerce. Data analysis suggests that aesthetic value engenders such responses as consumer’s inspiration, infinity sensation and habitual entertainment. Additional drivers of social media users are social and learning values. The social value engenders self-expression and social privacy, whereas the learning value engenders resourcefulness and parallel shopping. Originality/value This paper stipulates that people consume (i.e. use) social media to maximize relevant values, which, in turn, result in two groups of responses (inner and outer responses). The framework indicates that the relevant values mediate the relation between a stimulus (e.g. social media use) and response (e.g. entertainment, inspiration and behavioral intent). It highlights the centrality of aesthetic value in digital marketing and social commerce environments. The framework, thus, contrary to S-O-R, views the consumer as a maximizer of values rather than (a) processor of emotional and cognitive rejoinders.

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