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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 Wang, Y.;Yu, C.
貢獻者 科智所
關鍵詞 Behavioral research; Commerce; Decision making; Electronic commerce; Purchasing; Sales; Social sciences; Consumer decision making; Observational learning; Social commerces; Social interactions; Word of mouth; Consumer behavior
日期 2017-06
上傳時間 8-May-2017 14:33:15 (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. © 2015 Elsevier Ltd
關聯 International Journal of Information Management, 37(3), 179-189
資料類型 article
DOI http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.005
dc.contributor 科智所
dc.creator (作者) Wang, Y.;Yu, C.
dc.date (日期) 2017-06
dc.date.accessioned 8-May-2017 14:33:15 (UTC+8)-
dc.date.available 8-May-2017 14:33:15 (UTC+8)-
dc.date.issued (上傳時間) 8-May-2017 14:33:15 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/109328-
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. © 2015 Elsevier Ltd
dc.format.extent 849380 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) International Journal of Information Management, 37(3), 179-189
dc.subject (關鍵詞) Behavioral research; Commerce; Decision making; Electronic commerce; Purchasing; Sales; Social sciences; Consumer decision making; Observational learning; Social commerces; Social interactions; Word of mouth; Consumer behavior
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