The role of social factors in purchase journey in the social commerce era

Farid, Shirazi and Hajli, Nick and Sims, Julian and Lemke, Fred (2022) The role of social factors in purchase journey in the social commerce era. Technological Forecasting & Social Change, 183 (121861). ISSN 1873-5509

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The role of social factors in purchase journey in the social commerce era (411kB)

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Creators:

Farid, Shirazi and Hajli, Nick and Sims, Julian and Lemke, Fred

Description/Abstract:

This research examines the influence of information sharing amongst consumers on e-commerce platforms. On this basis, we develop a model for predicting consumers' purchase decisions on social commerce platforms. We use PLS-SEM to analyse online and paper surveys from 310 consumers. The findings suggest that social commerce information sharing increases consumer perceptions of familiarity, perceived ease of use, and perceived usefulness of social commerce platforms. Consumer learning and training of social commerce systems also increased their stated intention to purchase using the platform. We theorise the rise of the hyper-informed consumer that conducts pre-purchase product and shopping platform research to improve purchasing outcomes and as a form of socialising. The authors explain the theoretical contributions and practical implications at the end of the paper.

Item Type:

Article

Official URL:

https://www.sciencedirect.com/science/article/abs/...

Date:

October 2022

Identification Number:

10.1016/j.techfore.2022.121861

Uncontrolled Keywords or tags :

social commerce, social commerce information sharing, familiarity, learning and training

Schools:

Business School for the Creative Industries