Abstract
The rise of social networks is rapidly spreading in China. Using social platforms, individuals are no longer just receivers of Internet information, as consumers generate and share contents with others. Social interaction and spontaneous promotion activities are carried out among consumers, but with the growth of traditional e-commerce slowing down, social commerce derived from social networks is gradually taking shape. Based on Hajli’s theoretical model, this study uses the social support theory and social commerce construct to study consumers’ social commerce behavior from a total of 1277 valid sample questionnaires that were distributed in a social platform environment in China. Through the empirical research evaluation using PLS-SEM, the statistical analysis results prove that social commerce constructs do promote social interaction of consumers. Such constructs have a positive effect on social support and social commerce intentions. In this regard, social support is embodied in information support and emotional support, and has a positive effect on social commerce intention. This study also conducts cross-cultural empirical comparisons. In comparison with Hajli’s research, this study has the same results in evaluation of Chinese samples. Among the users who exhibit social commerce intentions, social commerce construction is more important than social support.
Highlights
The 43rdChina Statistical Report on Internet Development [1] released by the China InternetNetwork Information Center (CNNIC) pointed out that as of December 2018, China’s online shopping users had reached 610 million, with a utilization rate of 73.6%
Under China’s social network environment, we examine Chinese consumers’ rational or emotional social support in social networks and their intentions arising from the social commerce construct and social support when consuming online, explore whether social commerce constructs affect commerce intention and the social support of Chinese consumers, and look at whether social support influences commerce intention
As interaction on social platforms is virtual in nature and often relies on information exchange, such online social support is divided into rational information support and emotional support
Summary
The 43rdChina Statistical Report on Internet Development [1] released by the China Internet. Online shopping has clearly become one of the main activities of Internet users, and after years of rapid development, the online consumer market has gradually entered a stage of upgrading. New models, such as social commerce, have continuously enriched consumption scenarios. It is important to study social support and the commercial construct of business intentions He mentioned that one of the main limitations of his research is in the sample used. Cultural characteristics influence people’s values and trust [5] This motivated us to study a comparison of social business intentions in different cultures. China at 83% [1], it is undoubtedly the most popular social platform in China and is quite representative of the general consumer population
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