Interactions and Participation on Social Commerce Websites: Exploratory Study

Abstract

An increasing number of organizations are adopting social commerce (SC) to engage and occupy customers in product development, sales and support activities. Therefore, it is imperative for retailers and marketers to know customers’ adoption behaviour towards SC websites and the benefits they gain through voluntary contribution of information on these websites. The study attempts to identify customer participation through development of a conceptual framework based on the uses and gratification (UG) approach. The importance of non-altruistic motives, that is, benefits shape member’s participation on SC websites, is confirmed by results. According to the results, two interaction characteristics, that is, human interactivity and member identity are essential for building trust in SC website. Findings of the study also conclude that interaction characteristics strongly affect three benefits, that is, personal integrative, social integrative and hedonic. Hence, it is implied that benefits gained by members on SC website interactions shape their participation intentions. Therefore, SC websites must be designed keeping in view both usage and benefits by members.