Customers Purchase Intention in Social Commerce: A Descriptive Study

Purpose As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area. Design/methodology/approach This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS. Findings The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement. Research limitations/implications This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping stone for future research in this field. Practical implications This study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers. Originality/value A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

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The Effects of Trust of Sellers and Brands on Customers’ Continuous Purchase Intention in C2C Social Commerce Platform in China

The Institute of Management and Economy Research ◽

10.32599/apjb.12.3.202109.235 ◽

2021 ◽

Vol 12 (3) ◽

pp. 235-250

Author(s):

Ming-Jia Xiang ◽

Sue-Young Lee ◽

Tae-In Kim

Keyword(s):

Purchase Intention ◽

Social Commerce

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What Drives Electronic Word of Mouth and Purchase in Social Commerce?

International Journal of E-Services and Mobile Applications ◽

10.4018/ijesma.2020100105 ◽

2020 ◽

Vol 12 (4) ◽

pp. 71-84

Author(s):

Youngkeun Choi

Keyword(s):

Purchase Intention ◽

Word Of Mouth ◽

Behavioral Control ◽

Subjective Norm ◽

Purchase Intentions ◽

Perceived Behavioral Control ◽

Electronic Word Of Mouth ◽

Research Model ◽

Social Commerce ◽

Consumer Purchase Intention

The purpose of this study is to develop and verify the research model to examine the antecedents of electronic word of mouth on social commerce, which influences consumer purchase intentions. In the results, first, the attitude toward the electronic word of mouth, subjective norm, and perceived behavioral control increases the electronic word of the consumer. Second, a consumer's electronic word of mouth increases his or her purchase intention. Finally, attitude toward the electronic word of mouth and perceived behavioral control among the pioneers of the electronic word of mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to contribute to the study of social commerce by giving scholarly attention to electronic word of mouth. This study provides new ways to stimulate consumer purchase intention.

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A Study of the Role of e-WOM on Social Commerce

International Journal of e-Collaboration ◽

10.4018/ijec.2018070101 ◽

2018 ◽

Vol 14 (3) ◽

pp. 1-18

Author(s):

Youngkeun Choi

Keyword(s):

Purchase Intention ◽

Information Quality ◽

Word Of Mouth ◽

Quality Information ◽

Electronic Word Of Mouth ◽

Social Commerce ◽

Consumer Electronic ◽

Information Credibility ◽

Meaningful Engagement

The purpose of this study is to discover how electronic word of mouth engages users and encourages them to purchase. By proposing the concepts of electronic word of mouth as different ways to provide reciprocal experience, this study develops a model that explores the antecedents of electronic word of mouth and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, information quality, information credibility, needs of information, and attitude towards information increase consumer electronic word of mouth. Second, the consumer's electronic word of mouth increases their purchase intention. Finally, information quality and attitude towards information among the antecedents of consumer electronic word of mouth increase his or her purchase intention through his or her electronic word of mouth. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by electronic word of mouth.

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The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce

International Journal of E-Services and Mobile Applications ◽

10.4018/ijesma.2019100105 ◽

2019 ◽

Vol 11 (4) ◽

pp. 67-78

Author(s):

Youngkeun Choi

Keyword(s):

Self Efficacy ◽

Purchase Intention ◽

Aesthetic Experience ◽

Social Commerce ◽

Consumer Engagement ◽

Consumer Purchase Intention ◽

Meaningful Engagement ◽

Facilitating Conditions ◽

Scholarly Attention

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of aesthetic experience as different ways to provide deep and meaningful consumer engagement, this study develops a model that explores the antecedents of aesthetic experience and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, enjoyment, facilitating conditions, and self-efficacy among the all of sub-factors of aesthetic experience increase consumers' aesthetic experience. Second, consumers' aesthetic experience increases their purchase intention. Finally, facilitating conditions and self-efficacy among the antecedents of aesthetic experience increase consumers' purchase intention through their aesthetic experience. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by aesthetic experience.

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