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題名 Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning
作者 游嘉惠
Wang, Yichuan;YU, CHIA HUI
貢獻者 科智博四
關鍵詞 Social commerce; E-commerce; Social interaction; Consumer decision-making process; Word of mouth (WOM) communication; Observational learning
日期 2017-06
上傳時間 13-Jul-2016 11:37:21 (UTC+8)
摘要 Social commerce mediated by social media and social network platforms has led to the development of new business models in e-commerce and digitized the consumer decision journey. Social interaction is considered as a prerequisite for successful social commerce since consumers now expect an interactive and social experience while making purchase decisions. Drawing on word of mouth (WOM) and observational learning theories, we conceptualize social interactions in social commerce environments into two forms: WOM communication and observing other consumers’ purchases, and examine their impact on consumer purchase intention and actual purchase behavior. Analyzing primary data (n = 217) collected from surveyed active consumers within social commerce sites at two stages (pre-purchase and post-purchase), we found that positive and negative valence WOM, WOM content, and observing other consumers’ purchases significantly affect consumers’ intention to buy a product, thereby increasing the likelihood of actual buying and sharing product information with others on social commerce sites.
關聯 International Journal of Information Management, Volume 37, Issue 3, June 2017, Pages 179-189
資料類型 article
DOI http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.005
dc.contributor 科智博四-
dc.creator (作者) 游嘉惠-
dc.creator (作者) Wang, Yichuan;YU, CHIA HUI-
dc.date (日期) 2017-06-
dc.date.accessioned 13-Jul-2016 11:37:21 (UTC+8)-
dc.date.available 13-Jul-2016 11:37:21 (UTC+8)-
dc.date.issued (上傳時間) 13-Jul-2016 11:37:21 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98995-
dc.description.abstract (摘要) Social commerce mediated by social media and social network platforms has led to the development of new business models in e-commerce and digitized the consumer decision journey. Social interaction is considered as a prerequisite for successful social commerce since consumers now expect an interactive and social experience while making purchase decisions. Drawing on word of mouth (WOM) and observational learning theories, we conceptualize social interactions in social commerce environments into two forms: WOM communication and observing other consumers’ purchases, and examine their impact on consumer purchase intention and actual purchase behavior. Analyzing primary data (n = 217) collected from surveyed active consumers within social commerce sites at two stages (pre-purchase and post-purchase), we found that positive and negative valence WOM, WOM content, and observing other consumers’ purchases significantly affect consumers’ intention to buy a product, thereby increasing the likelihood of actual buying and sharing product information with others on social commerce sites.-
dc.format.extent 938410 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) International Journal of Information Management, Volume 37, Issue 3, June 2017, Pages 179-189-
dc.subject (關鍵詞) Social commerce; E-commerce; Social interaction; Consumer decision-making process; Word of mouth (WOM) communication; Observational learning-
dc.title (題名) Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning-
dc.type (資料類型) article-
dc.identifier.doi (DOI) 10.1016/j.ijinfomgt.2015.11.005-
dc.doi.uri (DOI) http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.005-