Abstract
The purpose of this study is to examine the impact of social capital including social interaction, shared language and trust on Chinese consumer online impulse buying in social commerce platforms. To verify the hypothesis, we surveyed the Chinese customers who have buying experiences of using social commerce by snowball sampling technique. After analyzing 548 valid data, we confirmed that three dimensions of social capital, social interaction, shared language and trust, positively affects both peer intrinsic motivation and peer extrinsic motivation. In addition, peer motivation exerts a positively impact on consumer impulse purchases on social commerce. The findings not only provide a new theoretical perspective for studying consumers' impulse buying behavior in theory, but also have important implications for the online sellers in their follower’s groups to improve online marketing.
Highlights
Social commerce is a new form of e-commerce formed with the development of technology
Bapna and Umyarov (2015) conducted an experiment to test the influence of peers from online social networking sites on consumers' purchasing behavior, and the results showed that peers led to an increase of more than 60% in the likelihood of purchasing products
With regard to H5 and H6, we found that shared language is significant positively correlated with both peer intrinsic motivation (β=0.298, p
Summary
Social commerce is a new form of e-commerce formed with the development of technology It emphasizes the use of social media tools and users' online social networks to promote the transaction of products (Zhang & Benyoucef, 2016). The second model is to integrate company features into established social media platforms. This mode primarily uses social network sites (SNS) to incorporate commercial features, and takes advantage of the size and stickiness of social media users to offer a variety of value-added services or create e-commerce-based business channels to promote ads and transactions. Compared with traditional e-commerce, social commerce emphasizes the communication, interaction and sharing between consumers, pays more attention to user-generated content, and provides consumers with unprecedented consumption experience (Wang & Zhang, 2012). More and more users tend to share product information on social media and buy products recommended by friends and relatives on social media (Cheng et al, 2019)
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