Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Impact of social experience on customer purchase decision in the social commerce context

Impact of social experience on customer purchase decision in the social commerce context This study aims to examine the factor of social experience influencing an individual’s purchase decision in the social commerce (SC) environment by proposing a model developed based on the social impact theory. The proposed model consists of the number, closeness and tie strength of the influencing factor and the receiver.Design/methodology/approachA total of 288 responses were collected from Indonesian SC users to validate the theoretical model, which consists of perceived herd behavior, peer communication, emotional support, parasocial interaction and subjective norms. This study also explores the moderating effects of gender, age, experiences and occupations on the direct effect of model variables, which affect the individual’s intention to purchase in SC.FindingsThe results of this study showed that parasocial interaction is the strongest determinant of intention to purchase in SC, followed by perceived herd behavior and peer communication. However, the direct effect of subjective norms and emotional support were found insignificant in this study. For moderating effects, only gender and occupation were significant in terms of the immediate effect of peer communication, perceived herd behavior and subjective norms on intention to purchase.Originality/valueThe study contributes to theory in the form of insight on immediate effect and the exploratory investigation of moderating effects. It also contributes to practice by suggesting several practical actions based on the findings designed to achieve the objective of improving customers’ intention to purchase in SC. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Systems and Information Technology Emerald Publishing

Impact of social experience on customer purchase decision in the social commerce context

Loading next page...
 
/lp/emerald-publishing/impact-of-social-experience-on-customer-purchase-decision-in-the-gIJxIzGVIA

References (60)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1328-7265
DOI
10.1108/jsit-05-2019-0088
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine the factor of social experience influencing an individual’s purchase decision in the social commerce (SC) environment by proposing a model developed based on the social impact theory. The proposed model consists of the number, closeness and tie strength of the influencing factor and the receiver.Design/methodology/approachA total of 288 responses were collected from Indonesian SC users to validate the theoretical model, which consists of perceived herd behavior, peer communication, emotional support, parasocial interaction and subjective norms. This study also explores the moderating effects of gender, age, experiences and occupations on the direct effect of model variables, which affect the individual’s intention to purchase in SC.FindingsThe results of this study showed that parasocial interaction is the strongest determinant of intention to purchase in SC, followed by perceived herd behavior and peer communication. However, the direct effect of subjective norms and emotional support were found insignificant in this study. For moderating effects, only gender and occupation were significant in terms of the immediate effect of peer communication, perceived herd behavior and subjective norms on intention to purchase.Originality/valueThe study contributes to theory in the form of insight on immediate effect and the exploratory investigation of moderating effects. It also contributes to practice by suggesting several practical actions based on the findings designed to achieve the objective of improving customers’ intention to purchase in SC.

Journal

Journal of Systems and Information TechnologyEmerald Publishing

Published: May 15, 2020

Keywords: SEM; Social impact; SNS; Social commerce; Moderating factor; Social experience

There are no references for this article.