Social Commerce User Purchase Intention Study: What Factors are Taking Effect?

カテゴリ: 国際会議

論文No: SS3-3

グループ名: ACIS2015

発行日: 2015/10/15

著者名(英語): Hong Li Zhong(Beihang University),Yao Yan Bai(Beihang University)

キーワード: social commerce, consumer\nknowledge, user social commerce cognition, social support, purchase intention

要約(英語): With the emerging of user numbers in online social networking, the social commerce has been paid attention by both academic and business fields. As a new type of communication tools, research findings have reported that the user produced contents (UGC) in social networks are affecting user feeling, shopping efficiency and purchase intention, etc. However, as a new kind of e-business pattern, related theory in social commerce is not fully developed in lots ofperspectives. Among all the to-be-discovered topics, what factors are affecting the consumer’s intention in social commerce is one of the most interesting and urgent topic. This paper proposed an empirical model, whereas the consumer knowledge, user’s social commerce cognition and social support are related with users’ purchase intention. Data is collected via online questionnaire and the models are tested using structural equation model (SEM). The test results find that social commerce cognition and social support are positively related with social commerce purchase intention. Different from what is hypothesized in previous literature report, the consumer knowledge has a negative effect on social commerce purchase intention. The reasons of this phenomenon is explained that the social commerce development is still in an early stage, consumers has higher expected value compared with that of the e-commerce, but with the knowledge increase or cumulated about the social commerce, they are disappointed. That leads to the negative effect on purchase intention. Companies can make up this shortfall by developing market strategies more on social support factors since social support has more impact on users’ purchase intention. In the future, what lead to the consumer knowledge being negative effect on purchasing intention needs to be further investigated.

原稿種別: 英語

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