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How behaviour in terms of pluralistic ignorance affects social commerce intentions

Hao-Fan Chumg (Department of Business Administration, National Chin-Yi University of Technology, Taichung, Taiwan)
Sheng-Pao Shih (Department of Information Management, Tamkang University, New Taipei City, Taiwan)
I-Hua Hung (Min-hwei College of Health Care Management, Liuying, Taiwan)
Wen-Chin Tsao (Department of Business Administration, National Chin-Yi University of Technology, Taichung, Taiwan)
Jui-Lung Chen (Department of Business Administration, National Chin-Yi University of Technology, Taichung, Taiwan)

Online Information Review

ISSN: 1468-4527

Article publication date: 11 June 2024

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Abstract

Purpose

This research explores the complex interplay of multiple social factors with regard to what might encourage or inhibit users to interact with social commerce (SC).

Design/methodology/approach

To investigate the phenomenon, we developed a model based on goal-directed behaviour and pluralistic ignorance theory (typically generated by universal behavioural adherence to social norms). Based on the 394 valid responses collected from a survey, partial least squares structural equation modelling (PLS-SEM), PROCESS and ANOVA were employed to examine the research hypotheses.

Findings

The results show that pluralistic ignorance and commercial desire positively influence SC intention. More importantly, our results show that the moderating effect of pluralistic ignorance dampens the positive relationship between social subjective norms and commercial desire. The findings also suggest that pluralistic ignorance mediates the relationships between: (1) social identity and SC intentions and (2) fear of isolation and SC intentions.

Originality/value

Consequently, this study reveals that SC intentions result from complex interactions between an individual’s psychology and social phenomena. Theoretical and managerial implications are also discussed to provide for the successful development of strategies regarding SC for researchers and SNSs operators.

Keywords

Acknowledgements

The authors gratefully acknowledge the research support provided by the National Science and Technology Council (Taiwan, ROC) under project numbers NSTC 112–2410-H-167–005- and MOST 109–2410-H-032–038-MY3.

Citation

Chumg, H.-F., Shih, S.-P., Hung, I.-H., Tsao, W.-C. and Chen, J.-L. (2024), "How behaviour in terms of pluralistic ignorance affects social commerce intentions", Online Information Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/OIR-09-2022-0532

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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