Purchase intention in social commerce

2018 ◽  
Vol 36 (4) ◽  
pp. 583-604 ◽  
Author(s):  
Chia-Chen Chen ◽  
Kuo-Lun Hsiao ◽  
Shan-Jung Wu
Keyword(s):  
Social Networking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Online Marketing ◽  
Social Awareness ◽  
Social Commerce ◽  
Purchasing Decisions ◽  
Content Type ◽  
Digital Era ◽  
Managerial Implications

Purpose With the advent of the digital era, the internet has gradually become an essential factor in people’s lives. Its increasing popularity has also caused e-commerce to thrive, and has increased the power of online marketing. 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. Design/methodology/approach The main purpose of this study is to determine which factors influence a consumer’s behavioral intention in the context of social commerce websites, and to explore overall purchase intentions based on the consumer’s cognitive evaluation. The examination reveals that consumers’ 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’ purchase intentions. Findings In summary, the results show that perceived value and social awareness factors influence customers’ purchasing decisions and behavioral intentions for different gender. These findings have significant theoretical and managerial implications. Originality/value 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.

Ethics in social media marketing

2019 ◽  
Vol 71 (2) ◽  
pp. 195-216 ◽  
Author(s):  
Wen-Chin Tsao ◽  
Tz-Chi Mau
Keyword(s):  
Purchase Intention ◽  
Online Community ◽  
Positive Influence ◽  
Online Marketing ◽  
Analysis Of Covariance ◽  
Product Reviews ◽  
Content Type ◽  
Quasi Experimental ◽  
Managerial Implications ◽  
Using Data

Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance. Findings Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness. Originality/value The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.

scholarly journals The impact of positive valence and negative valence on social commerce purchase intention

2019 ◽  
Vol 33 (2) ◽  
pp. 774-791 ◽  
Author(s):  
Nick Hajli
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Least Squares Regression ◽  
Social Commerce ◽  
Data Set ◽  
Content Type ◽  
Consumer Feedback ◽  
The Impact

Purpose New research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue. Design/methodology/approach This study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model. Findings The results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms. Originality/value Explaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

Investigating the antecedents of e-commerce satisfaction in social commerce context

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Razaz Waheeb Attar ◽  
Mohana Shanmugam ◽  
Nick Hajli
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Theory And Practice ◽  
Social Commerce ◽  
Content Type ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage ◽  
The Relationship

PurposeSocial media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.Design/methodology/approachDrawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.FindingsResults indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.Originality/valueThe results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

2020 ◽  
Vol 29 (6) ◽  
pp. 783-801
Author(s):  
Chengchen Liu ◽  
Ya Zhang ◽  
Jing Zhang
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Quality Of Products ◽  
The Impact

Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

What motivates members to transact on social C2C communities? A theoretical explanation

2020 ◽  
Vol 37 (4) ◽  
pp. 399-411 ◽  
Author(s):  
Deepak Trehan ◽  
Rajat Sharma
Keyword(s):  
Social Capital ◽  
Purchase Intention ◽  
Virtual Community ◽  
Theoretical Explanation ◽  
Purchase Intentions ◽  
Social Capital Theory ◽  
Media Richness ◽  
Limited Information ◽  
Social Commerce ◽  
Content Type

Purpose This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers. Design/methodology/approach Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy. Findings The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension. Research limitations/implications This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites. Originality/value Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.

Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Bilal ◽  
Umair Akram ◽  
Hassan Rasool ◽  
Xiaoyan Yang ◽  
Yasir Tanveer
Keyword(s):  
Social Support ◽  
Social Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Social Commerce ◽  
Content Type ◽  
Online Purchase ◽  
Affective Attitude ◽  
Online Retailers ◽  
Moderating Role

Purpose In the recent decade, social media popularity and growth have boosted the development of social commerce (SC). This study aims to explore the significant impact of guanxi (关系) elements (ganqing 感情, renqing 人情 and xinren 信任) on online purchase intentions. Furthermore, this study investigated the moderating role of social support between electronic word-of-mouth (eWOM) and online purchase intentions. Design/methodology/approach An online survey was conducted on 309 consumers who had online purchasing experience through WeChat, a famous social media application in China. Structural equational modeling was used to test all hypotheses. Findings The results indicate that guanxi elements are positively related to eWOM, affective attitude and online purchase intentions in SC. Additionally, social support has a significant moderating role between eWOM intention and online purchase intention. Practical implications Considering the effects of guanxi elements on eWOM affective attitude and online purchase intention in Chinese SC, online retailers are advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online retailers can use the findings from this study to understand the consequences when online purchase intention is strongly influenced by guanxi elements. Originality/value This research extends the current literature by applying the notion of guanxi components to the sense of SC and relating the notion of guanxi components and consumer decisions. The results show an understanding of the reality by which guanxi elements may affect the intention of eWOM sharing and boost online purchase intention.

Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

2018 ◽  
Vol 43 (3) ◽  
pp. 245-269 ◽  
Author(s):  
Sambashiva Rao Kunja ◽  
Acharyulu GVRK
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Product Information ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Structured Questionnaire

Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Effects of parental cultural capital on purchase intention of cognac

2019 ◽  
Vol 31 (3) ◽  
pp. 344-361 ◽  
Author(s):  
Yujie Wei ◽  
Blaise Bergiel ◽  
Lingfang Song
Keyword(s):  
Cultural Capital ◽  
Consumer Choice ◽  
Purchase Intention ◽  
Parental Influence ◽  
Value Orientations ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
The Usa ◽  
Managerial Implications ◽  
Willingness To Purchase

Purpose The purpose of this paper is to examine the possibility that individual differences in consumer choice of cognac are at least partially influenced by parental cultural capital. Also examined are ten value orientations factors (e.g. hedonism and self-direction) and attitudes toward France, cognac’s country-of-origin that may affect the degree of this intergenerational influence. Design/methodology/approach The survey research measures parents’ cultural capital, value orientations and attitude toward France and purchase intention using recognized scales. Data were collected from the faculty and students of a major university located in the southeast of the USA. The sample size was 234. Findings The results confirm that parental cultural capital, consumer value orientations and attitudes toward France have significant impacts on the consumer’s willingness to purchase cognac. Adult children of high cultural capital parents are more likely to buy cognac. Practical implications The findings of this paper provide meaningful insights into intergenerational influences on consumer purchase intention of cognac and socialization theory. The paper provides several managerial implications for segmentation, targeting and positioning of cognac in the US market. Originality/value As the first of its kind, this paper introduces the parents’ cultural capital into the consumer research regarding cognac. The longer-term effects that parents can have on grown children’s consumer behavior are confirmed, suggesting that parental influence persists well into adulthood and has impact on their brand preference.

Antecedents and consequences of trust: an e-tail branding perspective

2016 ◽  
Vol 44 (7) ◽  
pp. 713-730 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Management ◽  
Online Shopping ◽  
Content Type ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Antecedents And Consequences ◽  
Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

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