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政大機構典藏 > 商學院 > 科技管理與智慧財產研究所 > 期刊論文 > Item 140.119/98995

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98995

Title:	Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning
Authors:	游嘉惠 Wang, Yichuan;YU, CHIA HUI
Contributors:	科智博四
Keywords:	Social commerce;E-commerce;Social interaction;Consumer decision-making process;Word of mouth (WOM) communication;Observational learning
Date:	2017-06
Issue Date:	2016-07-13 11:37:21 (UTC+8)
Abstract:	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.
Relation:	International Journal of Information Management, Volume 37, Issue 3, June 2017, Pages 179-189
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.005
DOI:	10.1016/j.ijinfomgt.2015.11.005
Appears in Collections:	[科技管理與智慧財產研究所] 期刊論文

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