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The purpose of this paper is to explore how the shoppers’ social value perception affects their purchase intention in online shopping context through its distinct role and relationships with other value dimensions. The moderating effect of the characteristics of other members on the relationship among value dimensions and the difference of value perception between experienced and inexperienced members were also tested to identify the boundary conditions of the proposed model.

The survey included 272 consumers from a well-known social shopping website in China to test the hypotheses.

The results indicate that hedonic and utilitarian value fully mediate the relationship between social value and purchase intention. Perceived expertise positively moderates the relationship between social value and the other two values. In particular, the results found that while inexperienced members can acquire both higher utilitarian and hedonic value from social value and their purchase intention relies more on the hedonic value, experienced members place greater emphasis on the utilitarian value.

The results may help vendors regain confidence in the social shopping business mode and offer specific policy implications on how to leverage shoppers’ social value perception to generate their purchase intention in a social shopping context.

This study focuses on the legitimacy of the independent role of social value and sheds light on the relationships among social value and other value dimensions based on social capital theory, which was under-explored by previous studies. Besides, this study clarifies the moderating role of experience, which highlights the previously unnoticed changing role of consumers’ value perception.

Social shopping platforms have flourished by using multiple social shopping features, yet little is known about how the combination of these features affects purchase intention, particularly in terms of the product itself. The purpose of the paper is to draw on the concept of social shopping feature richness, adopting a formative approach on the survey used, and endeavors to reveal the concept's impact on consumers' buying intention from a product perspective.

Building on mental accounting and signaling theories, a theoretical model is proposed and empirically evaluated with 356 samples collected using a questionnaire survey.

The results suggest that social shopping feature richness promotes consumers' consumption by providing information signals to satisfy acquisition utility and transaction utility. Specifically, social shopping feature richness enhances perceived product quality, while decreasing negative perceptions regarding price. Moreover, perceived product quality and perceived price significantly influence buying intention through the mechanism of perceived value.

The authors' study highlights the role of the combination of functionally diverse social shopping features on product sales for social shopping platforms.

The purpose of this research is to examine the effect of information privacy concern on users' social shopping intention.

Based on the 340 valid responses collected from a survey, structural equation modeling (SEM) was employed to examine the research model.

The results indicated that while disposition to privacy positively affects privacy concern, both reputation and laws negatively affect privacy concern, which in turn decreases social shopping intention. In addition, trust partially mediates the effect of privacy concern on social shopping intention.

The results imply that social commerce companies need to mitigate users' privacy concern in order to facilitate their shopping behavior.

This research disclosed that privacy concern receives a tripartite influence from users (disposition to privacy), platforms (reputation) and governments (laws). The results help us gain a complete understanding of information privacy concern mitigation in social shopping.

The success of social commerce depends on consumers' willingness to participate in social commerce activities. Practitioners have attached increasing attention to facilitating social commerce intention with influencer strategies. However, theoretical understanding or empirical investigation on the impact of digital influencers on consumers' social commerce intention is limited. This study aims to provide new insights into the drivers of two forms of social commerce intention: social shopping and social sharing intention. Based on the theoretical lens of social power, this study answers how digital influencers affect consumer satisfaction and ultimately boost their intention to conduct social commerce activities.

A field interview is conducted to determine the appropriate social power forms. An online survey on a large social commerce site in China with 310 respondents is conducted to test the proposed model.

Results indicate that expert power and referent power derived from digital influencers predict most of the consumers' economic satisfaction, whereas referent power and reciprocity power explain consumers' social satisfaction. Economic satisfaction affects social shopping and social sharing intention, whereas social satisfaction only influences social sharing intention.

This study sheds new light on the theoretical understanding of the effect of digital influencers through a lens of social power. It provides new insight into the determinants of social commerce intention. It also compensates for the neglect of social satisfaction in the social commerce context.

Recently, the popularity and growth of social media have boosted the development of social commerce (s-commerce). The purpose of this paper is to investigate consumers’ decisions in s-commerce, for which this study conducted empirical research on WeChat, a very popular social media in China, to validate how guanxi elements (e.g. ganqing, renqing and xinren) affect consumers’ decisions in s-commerce.

To examine the research model, an online survey instrument was developed to gather data. The hypotheses were tested using partial least squares modeling.

The results confirm that guanxi elements are positively related to eWOM sharing intention and social shopping intention. Moreover, these effects are mediated by a sense of belonging.

This study enhances the existing literature by introducing the concept of guanxi elements to the context of s-commerce, and linking the concept of guanxi elements and consumers’ decisions. Moreover, this study improves the theoretical and empirical understanding of guanxi elements by investigating its impact on eWOM sharing intention and social shopping intention. Third, the results confirm that guanxi elements not only influence a sense of belonging but also conjointly impacts eWOM sharing intention and social shopping intention in s-commerce.

This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model.

Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools.

The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase.

The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic.

In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.

Social shopping website (SSW) introduce the social side into the shopping process, thus making “window” shopping or browsing more interesting for customers. The purpose of this paper is to investigate customer online browsing experience and its antecedents (i.e. information quality and social interaction) and consequences (i.e. urge to buy impulsively and continuous browsing intention) in the context of SSW.

A survey questionnaire was distributed to visitors of online SSW to collect data, and partial least squares technology was used to test the research model.

The results of this study reveal that three types of web browsing, namely, utilitarian browsing, hedonic browsing and social browsing, take place in a SSW. The unique factors of SSW, namely, the quality of user generated contents and social interaction are critical for facilitating customers’ browsing experiences. Furthermore, the findings reveal that hedonic browsing experience is found to be the most salient factor influencing customers’ urge to buy impulsively and continuance intention.

The findings suggest that practitioners, such as designers and managers of SSW should give special attention to the benefits of browsing activity to convert web browsers into impulse purchasers and increase customers’ loyalty. Moreover, they should focus on improving the quality of user generated content and pay more attention to support and encourage social interaction to enhance browsing experiences on a SSW.

Existing studies about browsing behavior mostly focus on traditional online e-commerce website. This study represents the first step toward understanding browsing activity on SSW. Moreover, prior studies mainly focused on utilitarian and hedonic browsing experience; however, there is a lack of research on social browsing experience. The current study attempts to fill this research gap.

The purpose of this paper is to investigate the interrelationships among fashion lifestyle of social-local-mobile (SoLoMo) consumers as individual characteristics, perceptions of the value of showrooming and webrooming and omnichannel shopping intention as choice/purchase behavior, and product review sharing intention as a post-purchase behavior.

Participants were 601 SoLoMo consumers who were drawn from a US consumer panel. Structural equation modeling was used to test the hypothesized model.

This study found that SoLoMo consumers’ perceptions of the value of showrooming and webrooming were antecedents of their omnichannel shopping intention, which had an influence on their intention to share product reviews. SoLoMo consumers’ brand prestige-based fashion lifestyle did not affect the perceived value of webrooming and had a negative influence on perceived value of showrooming. SoLoMo consumers’ information-based and practicality-based fashion lifestyles affected the perceived value of showrooming and webrooming. Interestingly, SoLoMo consumers’ personality-based fashion lifestyle did not have an influence on the perceived value of showrooming and webrooming.

This study provides the theoretical understanding of the interrelationships among SoLoMo consumers’ fashion lifestyle, perceived value, omnichannel shopping intention and product review sharing intention. This proposed model offers fashion retailers useful insights regarding the development of efficient omnichannel strategies based on SoLoMo consumers’ individual characteristics and perceptions. Finally, the results of this study engender important literature and knowledge related to omnichannel retailing and marketing.

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

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.

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.

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.

This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions.

A scenario-based online survey was conducted among American consumers via Prolific.co, an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent).

The results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce.

This study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.