Search results

The recent proliferation of social media platforms has witnessed a growth in social commerce by using social media to facilitate interactivity between customers and vendors. While emergent studies on social commerce are growing, their focus tends to be on millennials and cross-age groups. Given the growth of digital natives in shaping the online shopping experience of the future, we deemed an application to Generation Z necessary and overdue.

We draw on the existing literature and develop a framework to understand social commerce dynamics for digital natives. We employ PLS and CB-SEM to test our proposed model.

Our findings demonstrate the importance of social commerce information sharing activities in facilitating social support, a sense of warmth and belongingness, and online trust for Generation Z platform users. We also investigate the roles of online trust and perceived risk on intention to purchase and find support for both relationships. Finally, we discuss the findings in terms of theoretical and managerial contributions and conclude the study with limitations and future research directions.

This research is unique by using social commerce theory to explore Gen Z platform users. The finding will contribute to information system literature by expanding the social commerce research stream.

Consumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting.

A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method.

The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS).

This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV.

This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community.

This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.

This paper aims to explain how Web 2.0, social connectedness online, has created incredible new business options. This research’s primary goal is to help businesses use these resources more effectively and perform better.

Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

Theories encompassing social support and related approaches to “word of mouth” online, electronic purchasing and virtual communities mediated by technological platforms are the foundational frameworks for this research piece. It then produces a statistical model that enables users to predict how social commerce (s-commerce) building blocks, including forums, communities, ratings and reviews and recommendations, assist businesses in introducing innovative strategies to win in the digital markets. The results necessarily focus on trust, an essential component of e-commerce. Reciprocally, the study reverses engineer’s trust through the constructs of this moment mentioned.

The present study describes the scope of empirical testing and validation of this framework and assists practitioners in further strengthening s-commerce strategy, an emerging and essential platform in the e-commerce industry.

Research highlights the dearth of current analysis in such conceptual domains while generating novel research insights aimed at e-commerce and digital business. From the viewpoint of potential and recurring customers who interact with online communities and product offerings, the study captures the essence of human interactions, often known as trade relationships, online.

Based on uncertainty reduction theory, this study explores how perceived information transparency mitigates users' perceived uncertainty, which in turn influences their actual purchase behavior. In addition, the moderating effects of cultural tightness on the relationship between perceived information transparency and perceived uncertainty are also considered.

Users with the shopping experience on Xiaohongshu are invited to participate in the survey. Finally, 355 valid longitudinal data are collected.

The results indicate that the three dimensions of perceived information transparency (i.e. perceived product transparency, perceived seller transparency and perceived transaction transparency) can reduce users' perceived uncertainty significantly. Besides, the negative impacts of perceived product and seller transparency on users' perceived uncertainty are stronger when cultural tightness is higher. However, cultural tightness does not moderate the relationship between perceived transaction transparency and users' perceived uncertainty.

First, the authors' research extends the uncertainty reduction theory to the context of social commerce. Second, the authors' research explores the boundary condition under which perceived information transparency varies by identifying cultural tightness as the moderator of the relationship between perceived information transparency and uncertainty. Third, the authors' research enriches the understanding of the cultural tightness of China.

This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.

Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.

The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.

This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.

Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.

By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion effectiveness in social commerce.

The authors define a local social network as one formed by a focal seller, her directly connected users and all links among these users. Using data from a large social commerce website in China, the authors build econometric models to investigate how the density, grouping and centralization of local social networks affect the number of likes received by products posted by sellers.

Local social networks with low density, grouping and centralization are associated with more likes on sellers’ posted products. The negative effects of grouping and centralization are reduced when density is high.

The paper deepens the understanding of the determinants of social commerce success from a network structure perspective. In particular, it draws attention to the role of sellers’ local social networks, forming a foundation for future research on social commerce.

Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity.

A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis.

Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity.

The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand.

This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

Entrepreneurs and individual sellers heavily leverage their social ties embedded in social media, expressive or instrumental, to penetrate the market and achieve business success. However, the extant social commerce literature offers limited understanding on how different forms of buyer−seller social ties embedded in social media affect buyers' purchase behaviors. The study draws on the theoretical lens of social ties and proposes an integrative theoretical framework to understand the direct and indirect influences of expressive and instrumental ties (ExTSM and InTSM) between buyers and sellers on buyers' purchase intention (PI) in social commerce.

The authors first validated the measures of ExTSM and InTSM with survey data from 166 Weibo commerce buyers. They then tested their theoretical framework and hypotheses with survey data from 246 buyer−seller dyads in WeChat commerce.

With a buyer-centric view, (1) ExTSM and InTSM, respectively, had a direct negative and a positive influence on PI; (2) both trust and perceived product value displayed inconsistent mediation effects on the negative relationship between ExTSM and PI; and (3) only perceived product value mediated the positive influence of InTSM on PI. From sellers' viewpoint, (1) their ExTSM and InTSM with buyers were mixed up, and (2) the mingled social ties negatively impacted buyers' purchase intention.

The findings of the study advance the theoretical understanding of social commerce and offer practical guidance for small and medium-sized enterprises to effectively utilize social media for business purposes.

This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.

A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.

This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.

This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.

In recent years, the proliferation of social commerce (s-commerce) has attracted many researchers to investigate the drivers of individuals' intentions. However, the empirical results reported in these studies were fragmented and inconsistent. This has led various meta-analyses to synthesize these findings, but without including a large number of s-commerce studies. In addition, investigating meta-analytically the effects of moderators such as the six dimensions of Hofstede's national culture is still lacking.

Drawing on nine theories and models, this meta-analysis aims to summarize the findings reported in 109 s-commerce studies published between 2011 and 2021 and to examine the moderating role of national culture. The correlation coefficient (r) has been used as the main effect size for this study. Based on the random-effects method, the CMA V3 software has been employed to calculate the weighted mean effect sizes.

The meta-analysis results showed that all the 11 hypothesized direct relationships are positive and significant. The moderator results also revealed that five out of six cultural dimensions significantly moderate the examined associations.

This research serves to enrich the existing s-commerce literature by addressing contradictory and mixed results reported in the empirical studies. This study is one of the first of its kind to investigate the role of Hofstede's six cultural dimensions as moderators in the field of s-commerce using the meta-analytic techniques.