政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/114855

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政大機構典藏 > 商學院 > 國際經營與貿易學系 > 期刊論文 > Item 140.119/114855

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题名:	Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning
作者:	Wang, Yichuan Yu, Chiahui
贡献者:	智財所
关键词:	Social commerce;E-commerce;Social interaction;Consumer decision-making process;Word of mouth (WOM) communication;Observational learning
日期:	2017-06
上传时间:	2017-11-22 16:25:25 (UTC+8)
摘要:	Social commerce mediated by social media and social network platforms has led to the development of new business models in e-commerce and digitized the consumer decision journey. Social interaction is considered as a prerequisite for successful social commerce since consumers now expect an interactive and social experience while making purchase decisions. Drawing on word of mouth (WOM) and observational learning theories, we conceptualize social interactions in social commerce environments into two forms: WOM communication and observing other consumers’ purchases, and examine their impact on consumer purchase intention and actual purchase behavior. Analyzing primary data (n = 217) collected from surveyed active consumers within social commerce sites at two stages (pre-purchase and post-purchase), we found that positive and negative valence WOM, WOM content, and observing other consumers’ purchases significantly affect consumers’ intention to buy a product, thereby increasing the likelihood of actual buying and sharing product information with others on social commerce sites.
關聯:	International Journal of Information Management, Volume 37, Issue 3, Pages 179-189
数据类型:	article
DOI:	10.1016/j.ijinfomgt.2015.11.005
显示于类别:	[國際經營與貿易學系 ] 期刊論文

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