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Article
Publication date: 26 July 2021

Mona Jami Pour, Mahnaz Hosseinzadeh and Narjes Sadat Mansouri

As social media applications have turned into popular platforms for interacting with customers, creation of a consistent customer experience in social commerce has…

Abstract

Purpose

As social media applications have turned into popular platforms for interacting with customers, creation of a consistent customer experience in social commerce has attracted the attention of many practitioners and academics. The migration to create and manage customer experience in social commerce has become an essential issue that will bring new challenges for companies. Despite the increasing investment in this area, few studies have been conducted on the challenges of managing customer experience in social commerce. To fill this theoretical gap, the current study aims at comprehensively exploring the main challenges of customer experience management (CEM) in social commerce and investigating their importance and possible effects in relation to each other.

Design/methodology/approach

Using the mixed method, first, the main challenges regarding CEM in social commerce were identified by reviewing the related literature. Then the challenges were enriched and categorized by expert opinions. Next, the challenges and the categorizations were confirmed by conducting a survey analysis applying the t-test and the factor analysis method. Afterwards, the main challenges were identified and weighted. Finally, the Social Network Analysis (SNA) approach was applied to investigate the causal relationship network among the challenges.

Findings

The results indicated that the main challenges of CEM in social commerce can be categorized into eight groups. Their weights and causal effects were calculated to identify the high priority challenges. By calculating the main SNA metrics such as degree and betweenness centralities, the high priority challenges of CEM in social commerce were identified. It was revealed that challenges with high out-degree centrality can create many other challenges and those with high betweenness centrality act as intermediary points, through which cause challenges may create effect challenges.

Research limitations/implications

The research results can help marketers to get a big picture of the challenges to successfully implement CEM in social commerce and select the appropriate migration strategies more effectively. They are further recommended to pay due attention to customers' issues as well as the organizational challenges of CEM in social commerce.

Originality/value

Social media has become a priority for businesses to create and improve the customer experience; yet there is no tool to identify the challenges of CEM in this context. This study addresses the overlooked but critically important area of social commerce. The most important contribution of this research is an attempt to provide a comprehensive and integrated framework of the challenges in implementing CEM in social commerce and explore the causal effects they may have on creation of other challenges using SNA.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 3 July 2021

Junlan Ming, Zeng Jianqiu, Muhammad Bilal, Umair Akram and Mingyue Fan

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow…

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1108

Abstract

Purpose

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Findings

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

Practical implications

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

Originality/value

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

Details

International Journal of Web Information Systems, vol. 17 no. 4
Type: Research Article
ISSN: 1744-0084

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Article
Publication date: 15 June 2021

Xi Hu, Zhenjiao Chen, Robert M. Davison and Yaqin Liu

This study aims to investigate the factors influencing consumers' continued social commerce (s-commerce) intention and its underlying mechanism.

Abstract

Purpose

This study aims to investigate the factors influencing consumers' continued social commerce (s-commerce) intention and its underlying mechanism.

Design/methodology/approach

The authors define continued s-commerce intention as consumers' intention to continually participate in s-commerce activities, namely, requesting and sharing commercial information. Grounded in the motivation theory, perceived usefulness and perceived enjoyment are identified in this study as the motives behind consumers' continued s-commerce intention. Given the indispensable social facet of s-commerce, the authors include social support as another critical social factor motivating continuance intention. Furthermore, users' perceptions are affected by prior s-commerce outcomes, which concern the effectiveness of the commercial information exchange process. Research suggests that in such a context, the result of communication is jointly determined by source credibility and interactive relationships amongst individuals. Whilst source credibility determines the usefulness of the information transmitted, a social interaction supports this process. Therefore, source credibility and social interactions are crucial to the outcomes of s-commerce, which, in turn, affect consumers' perceived usefulness, perceived enjoyment and social support in s-commerce. Building on these arguments, the authors propose our research model and then test the hypotheses via a survey.

Findings

The authors find that consumers' perceived usefulness and informational social support of s-commerce directly affect their continued s-commerce intention. Moreover, perceived enjoyment leads to continued s-commerce intention via the mediation of perceived usefulness, whilst emotional social support influences continued s-commerce intention through the mediator of informational social support. In addition, source credibility is a significant antecedent of consumers' usefulness, enjoyment and social support perceptions, whilst a social interaction significantly impacts perceived enjoyment and social support.

Originality/value

Various consumer behaviours in s-commerce have been studied; however, the continuance intention to participate in the s-commerce activity remains unknown. This empirical study fills this research gap. Moreover, the authors initially reveal s-commerce participants' utilitarian orientation in the post-adoption stage: perceived usefulness and informational social support affect continuance intention more directly than perceived enjoyment and emotional social support. Further, prior studies on information systems continuance have mainly focused on technical features. By identifying the influence from social factors, i.e. social support, this work extends the literature on information systems continuance.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 14 October 2020

Farid Shirazi, Nawal Abdalla Adam, Mohana Shanmugam and Carsten D. Schultz

Social commerce has seen a prosperous growth following the rise of social media, in particular, social networking sites have established novel ways to communicate and…

Abstract

Purpose

Social commerce has seen a prosperous growth following the rise of social media, in particular, social networking sites have established novel ways to communicate and transact between firms and people. The rise of new technologies has also directed to changes in how entrepreneurs convey their business. Despite intensive social commerce research, the challenges of social commerce for entrepreneurs have attracted less attention and especially neglected the role of trust and satisfaction in electronic commerce.

Design/methodology/approach

This research use a survey to collect data. The authors use structural equation modeling-partial least square (SEM-PLS) to analysis the data. This quantitative research provides new insights in the food industry.

Findings

This research thus provides insights into social commerce by analyzing the role of trust in the relationship between customers' social media activities and customers' satisfaction. The present study finds a mediating effect of trust in developing satisfaction. Social media activities facilitate a positive level of trust that in turn creates a satisfying environment for customers in social commerce. The research provides theoretical and practical implications at the end of the study.

Originality/value

The findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 September 2020

Tingting Zhang, Melissa F. Jahromi, Nan Hua and Lu Lu

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the…

Abstract

Purpose

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors.

Design/methodology/approach

Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire.

Findings

The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities.

Originality/value

Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.

研究目的

社交电商是相对新型的概念, 其强调通过社交工具来达成电子商务交易。本论文探索其促使顾客参与到酒店品牌的社交电商活动中的各项促进因素。

研究设计/方法/途径

本研究以自决理论(SDT)为理论基础, 通过以结构问卷的形式, 调研588名酒店顾客, 来检测顾客参与的内因和外因各种因素。

研究结果

研究结果表明顾客内在驱动力源自于知识、成就、和激发等因素; 顾客外在驱动力源自于外部控制和联合控制等因素以影响其在认知、感官、和行动方面顾客参与酒店品牌的社交电商活动中来。

研究原创性/价值

由于社交电商的顾客参与行为是行业中的新兴趋势, 因此本论文研究了一个在学术上研究不足的领域以及其驱动力因素, 从而证实了本研究的理论价值。

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Article
Publication date: 27 October 2020

Li Chen, Fengxia Zhu and Murali Mantrala

This paper aims to systematically investigate the direct and indirect effects of four types of support – peer instrumental support, peer emotional support, platform…

Abstract

Purpose

This paper aims to systematically investigate the direct and indirect effects of four types of support – peer instrumental support, peer emotional support, platform business support and platform communication support – on seller trade volume in social commerce. It also aims to uncover the path of support-to-sales of the seller from a platform perspective and provides a more complete picture of the social commerce phenomenon.

Design/methodology/approach

This paper uses multi-source data including primary survey data and secondary data on trade volume to test the hypotheses. PROCESS mediation model is used to analyze the multi-source data set.

Findings

This study finds that the positive effects of peer instrumental support, platform business support and platform communication support on seller trade volume are fully mediated by seller collaborative information exchange. Also, peer emotional support has a significant negative effect on seller trade volume and collaborative information exchange can serve as a buffer to mitigate the negative effect.

Research limitations/implications

The authors provide new insights into what types of support are or are not conducive to improving transaction volume of individual sellers and highlight the mediating role of seller information exchange in this value generation process in social commerce. These findings advance current knowledge of how seller interactions increase value in social commerce. The chosen research setting may limit the generalizability of the findings of this study.

Practical implications

This paper offers valuable implications for social commerce platforms on how to better serve their sellers to achieve high growth. Specifically, the findings suggest that platforms should encourage instrumental support and information exchange among peer sellers. In addition, platforms should expand seller support from a single-focus on sellers’ business to a dual-focus on both sellers’ business and socialization in social commerce.

Originality/value

This paper fulfills an identified need to study how sellers can better derive value from the social interactions and how social commerce platforms can effectively influence transactions, support sales and serve as a selling platform.

Details

European Journal of Marketing, vol. 55 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 20 February 2020

Maria Teresa Cuomo, Alice Mazzucchelli, Roberto Chierici and Francesca Ceruti

Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online…

Abstract

Purpose

Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online brand communities have given firms the opportunity to establish a new kind of community, namely, the social commerce brand community. Adopting a managerial perspective, the research aims to identify the core dimensions of social commerce brand community and shed light on how they contribute in engaging customers and transform them into brand advocates.

Design/methodology/approach

Five social commerce retailers operating into five different sectors of activity have been involved in a multiple case study. Data retrieved from semi-structured interviews have been triangulated with information gathered from different sources to provide depth to the cases and enhance data validity.

Findings

This study substantiates the rise of social commerce brand community as a new phenomenon that differs from traditional online brand communities and provides firms with concrete support in selling activities and in managing relationships with customers. The multiple case study allows also to detect social commerce brand community core pillars, namely, participants’ identification, participation, conversation and social support. These four elements turned out to be crucial to develop an effective social commerce brand community.

Research limitations/implications

This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies.

Originality/value

This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 17 November 2020

Razaz Waheeb Attar, Mohana Shanmugam and Nick Hajli

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and…

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1227

Abstract

Purpose

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.

Design/methodology/approach

Drawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.

Findings

Results indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.

Originality/value

The results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

Details

British Food Journal, vol. 123 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 October 2019

Tao Zhou

The purpose of this paper is to examine the effect of flow experience on users’ social commerce intention.

Abstract

Purpose

The purpose of this paper is to examine the effect of flow experience on users’ social commerce intention.

Design/methodology/approach

Based on the 287 valid responses collected from a survey, structural equation modeling was used to examine the research model.

Findings

The results indicated that social interaction, which includes human–computer interaction and human–human interaction, has a significant effect on the flow experience, which in turn affects social purchase and social sharing intention.

Research limitations/implications

The results imply that companies need to facilitate social interaction to improve users’ experience and promote their social commerce intention.

Originality/value

Although prior research has examined social commerce user behaviour from multiple perspectives such as trust, perceived value and technological perceptions, it has focused on the effect of cognitive beliefs and neglected the effect of affective beliefs such as flow experience. This research tries to fill the gap.

Details

Kybernetes, vol. 49 no. 10
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 2 August 2019

Saleh Bazi, Alireza Hajli, Nick Hajli, Mohana Shanmugam and Xiaolin Lin

Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is…

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1458

Abstract

Purpose

Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.

Design/methodology/approach

This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.

Findings

The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.

Originality/value

The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

Details

Information Technology & People, vol. 33 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

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