Social Commerce and the Hedonic Utilitarian Nexus

2021 ◽  
Vol 19 (3) ◽  
pp. 28-48
Author(s):  
Karine Aoun Barakat ◽  
Amal Dabbous ◽  
May Merhej Sayegh
Keyword(s):  
Social Exchange ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Economic Benefits ◽  
Social Commerce ◽  
Mediating Role ◽  
Intent To Purchase ◽  
The Social ◽  
Hedonic Utilitarian ◽  
Hedonic Shopping

The development of social networking sites has led to the appearance of social commerce using Web 2.0 to support social exchange activities. While this topic has received attention in the literature, research still lacks theoretical foundation tackling the relationships between hedonic, utilitarian motivations and social commerce purchase intentions. This study addresses this shortcoming, as it investigates these relations. A theoretical model was proposed and tested using a survey. Findings indicate that the higher the hedonic value derived from a social network, the more trustworthy this channel becomes and the higher the purchase intention. Furthermore, economic benefit exerts a positive and significant influence on trust and intent to purchase using the social commerce channel. The results offer several theoretical and practical implications. They highlight the significance of the utilitarian and hedonic shopping motivations on social commerce adoption and ascertain the important mediating role of trust as well as the need to enhance economic benefits and enjoyment for customers.

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.

scholarly journals Impact of Punitive Supervision on Employee Performance: Employees Exhaustion as a Mediating Role in The Hospitality Sector of Pakistan

2019 ◽  
Vol II (I) ◽  
pp. 1-10
Author(s):  
Shahzadi Sattar ◽  
Danish Mushtaq ◽  
Amna Mushtaq
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Employee Performance ◽  
Target Population ◽  
Management Level ◽  
Mediating Role ◽  
Research Sector ◽  
The Social ◽  
Hospitality Sector ◽  
And Control

The deliberate, cognizant utilization of animosity (as an operant) to shape and control the reactions of subordinates and increase consistency with orders, hierarchical guidelines and casual standards is known as punitive supervision. In this study, we investigate the relationship between punitive supervision and employee performance by using employee exhaustion as a mediating role in the model. The target population in the investigation is the hospitality sector, including hotels and restaurants in south Punjab. The research was quantitative in nature. We developed a questionnaire from existing literature. The research sector of the survey was the Hospitality sector, and we choose a management level of the hotel industry. The framework of the investigation has proposed the search out the outcomes of the punitive supervision in the hospitality sector of Pakistan. In this study, the model was developed according to the social exchange theory. Punitive supervision is a newly developed concept. The results recommend that if the supervisor has behavior negatively then the employee was exhausted, and in the resultants, the performance of the employee was decreased.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention

2018 ◽  
Vol 4 (1) ◽  
pp. 268-278 ◽  
Author(s):  
İbrahim Kırcova ◽  
Yılmaz Yaman ◽  
Şirin Gizem Köse
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Pearson Correlation ◽  
Social Commerce ◽  
Academic Environments ◽  
Social Media Networks ◽  
Brand Engagement ◽  
Commercial Activities ◽  
The Social ◽  
Social Media Engagement

Abstract Social media networks compete with each other, and they make an effort to increase their number of users while at the same time trying to create engagement. That is because a social media brand with high engagement creates high commitment and that leads to satisfying its business partners. This also increases the social commerce through that social media brand. Social commerce is defined as the commercial activities through social media channels, and it is a subdimension of online commerce. The new realities increased the interest towards social commerce through social networks and made it valuable to explore for both practical and academic environments. This study aims to investigate social media engagement regarding social media networks and explore the relationship between social media engagement and social commerce purchase intention. In the light of these objectives, a survey was conducted to collect the data and shared through social media networks. Hypotheses in the research were analyzed by using independent samples t-test, one-way ANOVA, Pearson correlation, and multiple regressions. Results showed social media networks differ according to consumer brand engagement. Also, consumer brand engagement differs according to age, education level, and income level. Another result proves that consumer brand engagement differs according to social media usage frequency and time spent using social media. Furthermore, social commerce purchase intention differs according to the social media networks. Finally, the study found that there is a positive relationship between consumer brand engagement and social commerce purchase intention.

scholarly journals An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110525
Author(s):  
Affifa Sardar ◽  
Amir Manzoor ◽  
Khurram Adeel Shaikh ◽  
Liaqat Ali
Keyword(s):  
Social Networking Sites ◽  
Purchase Intention ◽  
Viral Marketing ◽  
Consumer Attitude ◽  
Cross Sectional ◽  
Empirical Examination ◽  
Convenience Sample ◽  
Mediating Role ◽  
Consumer Purchase Intention ◽  
The Impact

Customer purchase intention in online shopping stores can be influenced by electronic word of mouth (eWom) communication generated by the comments of consumers on social networking sites. However, the adoption of eWom information by consumers is influenced by various factors. This study investigates the mechanism through eWom antecedents influence eWom adoption and consumer purchase intention. The study also examines how eWom adoption mediates the impact of antecedents of eWom adoption (Quality, Consumer Attitude, Credibility, Usefulness, Needs, and Adoption) on customer’s purchase intention. Using the hypothetic-deductive approach, the current study used a cross-sectional self-administered survey to collect data from a convenience sample of university students residing in Karachi. The SmartPLS software was used to analyze the collected data. Study findings reveal that all predictors of eWom adoption are significant. It was also found that eWOM adoption mediates the impact of eWom antecedents on consumer purchase intention. The results provide significant implications for website designers and digital marketers. For marketers working with social media, the findings of this study are encouraging. Marketers can use these findings to develop viral marketing campaigns and encourage customers to contribute useful and credible eWom that could improve the customers’ purchase intention.

scholarly journals Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention

2018 ◽  
Vol 10 (1) ◽  
pp. 279 ◽  
Author(s):  
İbrahim Kırcova ◽  
Yılmaz Yaman ◽  
Şirin Gizem Köse
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Pearson Correlation ◽  
Social Commerce ◽  
Academic Environments ◽  
Social Media Networks ◽  
Brand Engagement ◽  
Commercial Activities ◽  
The Social ◽  
Social Media Engagement

Social media networks compete with each other, and they make an effort to increase their number of users while at the same time trying to create engagement. That is because a social media brand with high engagement creates high commitment and that leads to satisfying its business partners. This also increases the social commerce through that social media brand. Social commerce is defined as the commercial activities through social media channels, and it is a subdimension of online commerce. The new realities increased the interest towards social commerce through social networks and made it valuable to explore for both practical and academic environments. This study aims to investigate social media engagement regarding social media networks and explore the relationship between social media engagement and social commerce purchase intention. In the light of these objectives, a survey was conducted to collect the data and shared through social media networks. Hypotheses in the research were analyzed by using independent samples t-test, one-way ANOVA, Pearson correlation, and multiple regressions. Results showed social media networks differ according to consumer brand engagement. Also, consumer brand engagement differs according to age, education level, and income level. Another result proves that consumer brand engagement differs according to social media usage frequency and time spent using social media. Furthermore, social commerce purchase intention differs according to the social media networks. Finally, the study found that there is a positive relationship between consumer brand engagement and social commerce purchase intention.

How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hongquan Chen ◽  
Shuhua Zhang ◽  
Bingjia Shao ◽  
Wei Gao ◽  
Yujin Xu
Keyword(s):  
Purchase Intention ◽  
Interpersonal Interaction ◽  
Social Commerce ◽  
Perceived Similarity ◽  
Content Type ◽  
Mediating Role ◽  
Interaction Factors ◽  
Perceived Familiarity ◽  
The Impact

PurposeThe purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.Design/methodology/approachBased on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.FindingsSwift guanxi exists in buyer-seller interactions and matters, as it drives buyers' purchase intention in live stream shopping. Perceived expertise, perceived similarity and perceived likeability are found to be the three essential interpersonal interaction factors promoting the formation of swift guanxi. Perceived familiarity is also found to be significant but to a lesser extent. In addition, all these interpersonal interaction factors are found to significantly affect purchase intention through the mediation of swift guanxi.Originality/valueSwift guanxi has been less explored in live stream shopping. This study takes the lead in empirically examining the mediating role of swift guanxi in the relationship between interpersonal interaction factors and purchase intention and offers a description of key buyer-seller interpersonal interaction factors (perceived expertise, perceived similarity and perceived likeability), thereby helping to extend the swift guanxi literature in social commerce.

Muslim Women’s Purchasing Behaviors Toward Modest Activewear in the United States

2020 ◽  
pp. 0887302X2092657
Author(s):  
Chanmi Hwang ◽  
Tae Ho Kim
Keyword(s):  
United States ◽  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
The United States ◽  
Equation Modeling ◽  
Purchasing Behavior ◽  
Intent To Purchase ◽  
The Social ◽  
Study Results

This study examines Muslim women’s purchasing behaviors toward modest activewear in the United States and tests the underlying mechanism of intent to purchase activewear, based on the theory of planned behavior (TPB). A sample of veiled Muslim women ( N = 328) participated in this study. Results from structural equation modeling revealed that perceived aesthetic attributes and compatibility with regard to apparel functionality, expressiveness, and aesthetics are significant predictors of attitude toward purchasing activewear. Attitude and subjective norm are significantly related to intent to purchase modest activewear, and religiosity indirectly influences purchase intention through the social norm. This research extends the TPB and contributes to the growing body of research on Muslim consumers’ purchasing behavior and to the growing modest apparel market and pro-hijab movement in the industry.

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