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How do social network ties influence purchases in social commerce communities? A lens of attachment theory

Panpan Wang (Department of Management Engineering and Electronic Commerce, Zhejiang Gongshang University, Hangzhou, China)
Qian Huang (University of Science and Technology of China, Hefei, China)
Yu Zhang (Chinese Academy of Sciences, Shanghai, China)

Internet Research

ISSN: 1066-2243

Article publication date: 5 December 2022

137

Abstract

Purpose

This study aims to address how to facilitate more community members making purchases in social commerce communities. The research is expected to shed new light on the underlying process by which individuals’ social networks influence their purchases in social commerce communities.

Design/methodology/approach

An online survey and secondary archive data are presented to confirm all the hypotheses.

Findings

Community members’ out-degree ties show a positive effect on their attachment to other members, as well as to the community. Community members’ attachment to the community has a positive influence on their purchases made in the e-commerce modules of social commerce communities and mediates the effect of their attachment to community members. The study establishes a theoretical framework to reveal how community members’ social networks influence their purchases in social commerce communities.

Practical implications

The findings of this study provide new insights for managers and designers of new social commerce communities to inspire them to achieve their goal of keeping consumers making purchases in the e-commerce modules of social commerce communities.

Originality/value

Firstly, this study draws on attachment theory to explain why community members make purchases in a social commerce community. Then, the study enriches the research on social network ties and attachment theory by initially integrating the social network perspective with attachment theory to examine the effects of social network ties on different types of attachment.

Keywords

Citation

Wang, P., Huang, Q. and Zhang, Y. (2022), "How do social network ties influence purchases in social commerce communities? A lens of attachment theory", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-10-2021-0753

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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