Effective Factors on Social Shopping Intention in Social Commerce

Document Type : Research Paper

Authors

1 Ph.D. Student in Business Management, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

2 Prof. of Management, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

Abstract

Social commerce, a recent branch of e-commerce, has emerged as a result of the popularity of social networks. The rise of social commerce lead to design new strategies and business models, that is very important for producers and providers. In such status the study and analysis of consumer behavior is critical. Hence, the aims of this study is to investigate the impact of social networks on consumer shopping behavior. A total of 514 individuals on three popular social networks in Iran (i.e. Facebook, Cloob, and Telegram) were surveyed. Analysis of the results using the PLS-SEM approach revealed that perceived interactive and social commerce constructs have a positive impact on social support, trust and commitment to virtual community. Website or application quality has a positive impact on trust. Also social support affect social shopping intention and trust to virtual community. Trust to virtual community has positive effect on social shopping intention and commitment to virtual community. Finally, commitment to virtual community has a positive effect on intention to social shopping.
 

Keywords

Main Subjects


Abdolvand, N., & Sarlak, M., (2014). Factors Affecting the intention to use social commerce in Iran. 3rd International Conference on Applied Research in Management and Accounting, Tehran. (in Persian)
Al-Debei, M. M., & Avison, D. (2010). Developing a unified framework of the business model concept. European Journal of Information Systems, 19(3), 359-376.
Animesh, A., Pinsonneault, A., Yang, S. B., & Oh, W. (2011). An odyssey into virtual worlds: exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly, 35 (3), 789-810.
Bai, Y., Yao, Z., & Dou, Y., (2015). Effect of social commerce factors on user purchase behavior. International Journal of Information Management, 35(5), 538-550.
Bateman, P.J., Gray, P.H., Butler, B.S. (2011). Research note the impact of community commitment on participation in online communities. Information Systems Research, 22 (4), 841–854.
Chang, H. H., & Chuang, S.-S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18.
Chen, J. & Shen, X.L. (2015). Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Cobb, S. (1976). Social support as a moderator of life stress. Psychosomatic Medicine, 38(5), 300-314.
Corritore, C. L., Kracher, B., Wiedenbeck, S. (2003). On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58(6), 737–758.
Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81.
Dashti, M., Sanayei A., Rezai Dolatabadi, H., & Moshrefjavadi M. (2016). An Analysis of Factors Affecting Intention to Purchase Products and Services in Social Commerce, Modern Applied Science, 10(12), 98-106.
Davari, A., & Rezazade A. (2013). Structural equation modeling with PLS software, Jihad Daneshgahi Press.
Dennison, G., Bourdage-Barm, S., Chetuparambil, M. (2009). Social Commerce Defined. IBM white paper. Available in: https://digitalintelligencetoday.com/ documents/IBM2009.pdf.
Fathian, M. & Molanapur, R., (2011). E-commerce approach to social commerce. Tehran: Atinegar Press. (in Persian)
Gefen, D. A., Rao, D. A & Tractinsky, N. (2003). The conceptualization of trust, risk and their relationship in electronic commerce: the need for clarifications. 36th Hawaii International Conference on System Sciences, Hawaii.
Hajli, N. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154.
Hajli, N. (2014a). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27.
Hajli, N. (2014b). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 388–404.
Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Hajli, N., Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94, 350-358.
Henseler, J., Ringle, C. & Sinkovics, R. (2009). The use of partial least squares path modeling in international marketing modeling in international marketing. New Challenges to International Marketing, 20, 277-320.
Huang, K.Y., Nambisan, P., Uzuner, Ö. (2010). Informational Support or Emotional Support: Preliminary Study of an Automated Approach to Analyze Online Support Community Contents. Proceedings of the 31st International Conference on Information Systems (ICIS'10), St. Louis, MO, December 12-15.
Huang, Z., Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Khodadad Hosseini, S. H., Shirkhodaei, M., & Kordnaich, A. (2008). Factors affecting customer truste in e-commerce (C2B Model). Management Research in Iran, 13(2), 93-118. (in Persian)
Kim, S. & Park, H., (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kosravi, M., Delafrooz, N., & Farokhbakt Fumani A., (2016). Pecifying the Social Media Usage among Insurance Companies, Agents and Clients (insured) Interactions (Case study: Iran Insurance Co.). Journal of business management, 8(4), 621-642. (in Persian)
Lai, L. S., & Turban, E. (2008). Groups formation and operations in the Web 2.0 environment and social networks. Group Decision and Negotiation, 17(5), 387-402.
Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14.
Liang, T. P., Ho, Y. T., Li, Y. W., Turban, E. (2011). What drives social commerce: the role of social support and relationship quality? International Journal of Electronic Commerce Article, 16 (2), 69 - 90.
Lu, H. P., Hsiao, K.L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150-157.
Lu, Y., Zhao, L. & Wang, B. (2010). From Virtual Community Members to C2C E-Commerce Buyers: Trust in Virtual Communities and Its Effect on Consumers' Purchase Intention. Electronic Commerce Research and Applications, 9(4), 346-360.
McClure Wasko, M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35–57.
Montazeri, M., Ebrahimi, A., Ahmadi, P., & Rahnema, A. (2014). Investigation of the Factors Affecting the Intention to Purchase on Electronic Commerce. Journal of business management, 6(2), 207-226. (in Persian)
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nabavi, S. H., Alipur, F., Hejazi, A., Rabani, E., & Rashedi V. (2014). Investigate the relationship between social support and mental health in the elderly. Mashahd Medical Journal, 57(7), 841-846. (in Persian)
Naderi Bani, M., Adibzadeh, M., Dehgahani Ghahnaviyeh, A. (2016). The Impact of innovation on Electronic purchase intention by Structural Equation Modeling. Journal of business management, 7(4), 941-966. (in Persian)
Nilashi, M., Jannach, D., Bin Ibrahim, O., Dalvi Esfahani, M., & Ahmadi, H. (2016). Recommendation quality, transparency, and website quality for trust-building in recommendation agents. Electronic Commerce Research and Applications, 19, 70-84.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively, Information Systems Research, 20(1), 60-78.
Pirmohammadiani, R., Ruhyar, S., & Hosseini M. (2013). The role of social commerce customer purchase behavior and decision-making. Proceedings of the Conference of social networks. Information and Communication Technology Research Institute SID, 579-587. (in Persian)
Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The effect of customers’ social media participation on customer visit frequency and profitability: an empirical investigation. Information systems research, 24(1), 108-127.
Roshandel Arbatani, T. (2016). Role of social networks websites in improvement of customer relationship and brand. Journal of business management, 8(3), 587-606. (in Persian)
Sanayei, A., Turban E. (2011). E-Business in Developing Countries. London: Koros Press.
Shanmugam, M., Sun, S., Amidi, A., Khani, F., & Khani F.A. (2016). The applications of social commerce constructs, International Journal of Information Management, 36(3), 425-432.
Sheykhi, A., Shafeii, R., & Farughi, H. (2014). Factors Affecting the increase in consumer trust in purchasing goods and services online. Journal of Marketing Management, 9(22), 77-97. (in Persian)
Shumakher, R., & Lumax, R.J. (2014). The Introduction on Partial Latest Square, Tehran, Jameeshenasan pub. (in Persian)
Stephen A. T., & Toubia O. (2010). Deriving Value from Social Commerce Networks. Journal of Marketing Research, 47(2), 215–228.
Sussman, S. W., & Siegal, W. S. (2003). Information Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14, 47-65.
Taesoo, A., Moonki, H., & Paul, M. P. (2014). Effects of perceived interactivity and web organization on user attitudes. European Sport Management Quarterly, 14(2), 111-128.
Taheri, F., & Shormasti, A., M. (2014). The impact of social commerce features on trust and trust performance. 3rd International Conference on Applied Research in Management and Accounting, Tehran. (in Persian)
Teymuri, H., Gudarzvand Chegini, M., & Ghaeybi Sedehi, H. (2016). Studying the Effective Factors on Formation of Customers’ E-Loyalty in E-Stores in Iran. Journal of business management, 8(2), 281-300. (in Persian)
Venkatesh, V., Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186 - 204.
Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(1), 105-127.
Wu, G., Hu, X., & Wu, Y. (2010). Effects of Perceived Interactivity, Perceived Web Assurance and Disposition to Trust on Initial Online Trust. Journal of Computer-Mediated Communication, 16(1), 1-26.
Xiang, L, Zheng, X., Lee, K. O. M, & Zhao, D. (2016). Exploring Consumers’ Impulse Buying Behavior in Social Commerce Community: The Role of Parasocial Interaction. International Journal of Information Management, 36(3), 333-347.
Yoon, D., & Youn, S. (2016). Online Brand Experience: Its Mediating Role between Perceived Interactivity and Relationship Quality. Journal of Interactive Advertising, 16(1), 1-15.
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information and Management, 51(8), 1017–1030.