Lookup NU author(s): Dr YiChuan Wang
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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.
Author(s): Wang Y, Yu C
Publication type: Article
Publication status: Published
Journal: International Journal of Information Management
Print publication date: 01/06/2017
Online publication date: 31/12/2015
Acceptance date: 03/11/2015
ISSN (print): 0268-4012
ISSN (electronic): 1873-4707
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