Commerce Users Research Articles

Shaping Trust through Argument Quality: Exploring its Impact on Purchase Intentions in Social Commerce

The research aimed to investigate the influence of argument quality, namely perceived informativeness and persuasiveness, on trust and purchase intention within a social commerce context, focusing on TikTok. A quantitative method was applied, including 150 respondents. Participants were selected based on specific criteria of being active social commerce users. Additionally, the participants’ age was restricted to between 18 and 23 years old since data indicated that Generation Z with a strong tendency to shop online, used TikTok more than other social media platforms. Data collection included distributing questionnaires through Google Forms, using a 5-point Likert scale. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that perceived informativeness and persuasiveness affect trust towards both members of TikTok and the platform. It has a positive impact on purchase intention due to higher levels of trust in social commerce members and the platform. Meanwhile, trust towards members significantly affects the TikTok platform, and the relationship is non-significant. A potential differentiation is reported concerning the formation of trust. In this context, trust in individual users does not necessarily influence the platform within the context of TikTok social commerce. These insights are valuable for marketers and platform developers seeking to improve user engagement and transaction rates on social commerce platforms. The implications suggest that enhancing the informativeness and persuasiveness of content can be a strategic method for enhancing trust and promoting purchase intention.

Social commerce in the social media age: understanding how interactive commerce enhancements navigate app continuance intention

PurposeBy integrating the Uses and Gratifications Theory and Flow Theory, this research seeks to untwine the veiled effects of interactive commerce enhancements (ICEs), specifically haptic imagery and social presence, in promoting user immersion and sustaining social commerce (SC) users' usage intention, considering the moderating role of autotelic personality.Design/methodology/approachThe research utilized purposive sampling of Malaysian SC app users with recent transactions. A dual-source data collection approach, encompassing offline and online channels, was employed to ensure a broad and diverse respondent pool. Partial least squares–structural equation modeling was chosen for its adeptness in analyzing complex relationships in predictive studies.FindingsThe findings revealed the significant positive effects of haptic imagery and social presence on user immersion and continuance intention within SC apps. Social presence and immersion were found to mediate the proposed paths. Additionally, autotelic personality traits were identified as moderators, influencing the strength of these relationships.Originality/valueThis research makes a unique contribution by addressing critical gaps in SC environments, extending the concept of ICEs, understanding the impacts of underlying mediators and pioneering the examination of autotelic personality traits' moderating effects. It introduces a fresh perspective on how individual differences impact user engagement. This groundbreaking study benefits social media and interactive marketing literature by comprehensively understanding how ICEs elevate SC, fostering innovation and heightened engagement.

Predicting customer intention to adopt mobile commerce in Jordan

BACKGROUND: The progress made in wireless communications has led to a higher adoption of mobile devices among users and has spurred the development of mobile commerce technology. OBJECTIVE: This research examines the factors influencing the intention to adopt mobile commerce in Jordan. These factors include perceived usefulness, perceived ease of use, trust, social influence, personal innovation, and mobility. METHODS: The study relied on Technology Acceptance Model (TAM), incorporating additional variables to suit the Jordanian context. The researchers gathered data from 540 users, and the research hypotheses were evaluated using smartPLS analysis. The study utilized a convenience sample due to the absence of a comprehensive list of names of mobile commerce users. RESULTS: The results reveal that perceived usefulness, trust, social influence, personal innovation, and mobility play a significant role in influencing adoption intentions of mobile commerce. Furthermore, the study finds that mobility significantly affects the perceived usefulness of mobile commerce. In contrast, perceived ease of use does not show a statistically significant relationship on the intention to adopt mobile commerce. CONCLUSIONS: The outcomes of this research provide valuable insights for companies, service developers, and mobile marketers, enabling them to enhance the adoption rate of this service among individuals.

What makes viewers loyal toward streamers? A relationship building perspective and the gender difference

PurposeCultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different interpersonal relationship factors lead to repurchase intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined.Design/methodology/approachA self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used to test the research hypotheses.FindingsThe results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment. In addition, all interpersonal relationship factors (swift guanxi, calculative commitment, and affective commitment) significantly affect repurchase intentions, with only affective commitment being linked to WOM intention. Also, the moderating role of gender was confirmed in expertise – swift guanxi, attractiveness – swift guanxi, cognitive commitment – repurchase intention and affective commitment – repurchase intention linkages.Originality/valueThis paper contributes to the live streaming commerce literature by integrating swift guanxi, calculative commitment, and affective commitment to understand the repurchase intention and WOM intention from the relationship-building process perspective. In addition, this paper enriches the source credibility and source attractiveness models by identifying gender boundaries on the effectiveness of these models in predicting swift guanxi.

From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

Objective: This study investigates how social presence elements, such as streamers, other viewers, and products, directly and indirectly influence consumers' impulse purchase behaviour in live-streaming commerce. Design/Methods/Approach: An empirical evaluation was conducted on the suggested model, utilizing survey responses from 205 live-streaming commerce users. Furthermore, the interconnections among the elements within the research framework were examined through SEM PLS version 3. Findings: The results show that social presence directly and significantly affects impulse purchase behaviour. This study also strongly links social presence with perceived usefulness and positive affect. In addition, the results show that perceived usefulness and positive affect significantly influence impulse purchase behaviour. Interestingly, perceived usefulness and positive affect serve as potential intermediaries linking the impact of social presence with impulse purchase behaviour. Originality/Value: This research explores the influence of social presence and several consumer psychological factors, such as perceived usefulness and positive affect, on impulse purchase behaviour in live-streaming commerce. While this area has rarely been a significant focus in previous literature, the speciality of this research is integrating the product dimension into the social presence framework. This initiative has yet to be found in the literature so far. With this approach, the research seeks to provide an in-depth understanding of how social presence elements such as streamers, other viewers, and products collaborate and directly and indirectly impact impulse buying behaviour. Practical/Policy implication: The results of this study offer a significant perspective for businesses in the e-commerce sector and individuals producing content for live-streaming commerce. This information can be used to create better approaches to encourage impulse buying behaviour and increase customer interaction. The interaction between social presence, perceived usefulness, and positive affect can be the basis for designing more efficient strategies.

From screen to cart: how influencers drive impulsive buying in livestreaming commerce?

PurposeThe recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.Design/methodology/approachA survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).FindingsThe results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.Originality/valueThese findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.

Topic Types and Usage Motives of Real-Time Chat Messages by Live Commerce Users Analyzed through Topic Modeling

Topic Types and Usage Motives of Real-Time Chat Messages by Live Commerce Users Analyzed through Topic Modeling

AI and human broadcasters: relative impact on consumer engagement in live streaming commerce

Existing research on live streaming commerce has explored consumers’ responses to AI and human broadcasters, respectively. However, it remains unclear whether there are conditional differences in the performance of these two types of broadcasters. This study investigates the relative effectiveness of AI versus human broadcasters in engaging consumers, taking into account consumers’ level of social overload. Analyses of data collected from 1233 live streaming commerce users were conducted to test proposed hypotheses. The results reveal that AI broadcasters are more effective in engaging consumers with a high-level of social overload, while human broadcasters outperform AI broadcasters among consumers with a low-level of social overload. Pleasure, arousal, and dominance, three mediators whose effects vary across consumers’ level of social overload, interpret this difference jointly. The findings offer valuable insights into strategies for attracting consumers with diverse levels of social overload via different types of broadcasters in live streaming commerce.

Social Influence On Shopping: Exploring Social Learning And The Purchase Decision Journey In Commerce

The rise of social commerce has altered consumer purchasing behaviour, but little study has been conducted to investigate the aspects that drive it. This study employs Chen, Lu, and Wang's (2017) model, which is based on social learning theory, to examine the influence of consumers' acquisition of knowledge on important features in social commerce components (SCCs) on their cognitive and affective attitudes, as well as their intentions to make purchases. This study discovered that cognitive and affective assessments are markers of purchase intention in a survey of 417 Gen Z social commerce users in Indonesia, with affective evaluations having a stronger effect. Furthermore, affective evaluations are subject to influence from several factors such as the use of forums, communities, ratings and reviews, and social recommendations. Similarly, cognitive evaluations are impacted by ratings, reviews, and social recommendations. The results of this study indicate that social recommendations have a significant impact on both affective and cognitive evaluations. In contrast to prior studies, it has been found that the influence of information acquired from forums and communities on affective judgement is rather minimal, while its impact on cognitive judgement has yet to be substantiated. Keywords: Social Learning; Purchase Decision Process; Commerce; Social Context; Consumer Behavior

The Effect of Overpackaging Solutions in E-Commerce Towards Consumer Preference

The emergence of e-commerce has transformed business models, consumer purchasing behavior, as well as consumer shopping experience. Despite offering many advantages, the rapid growth of e-commerce also brought challenges to the environment. In comparison to the traditional retail system, the logistic system of e-commerce involves more touch points. Due to this, products purchased from e-commerce require additional packaging material to protect products from harm and damages during the distribution process, which leads to the issue of overpackaging. Additionally, many researchers have suggested overpackaging solutions from the perspective of the government, e-commerce enterprises, and consumers. However, the effectiveness of those solutions are still unidentified. To close the gap that previous studies have not explored, this research is conducted to find recommendations for tackling the issue of overpackaging in e-commerce by examining the factors that influence consumer preferences towards e-commerce overpackaging solutions. In conducting the study, the researcher used a quantitative approach with purposive sampling by conducting an online survey to 400 e- commerce users from the age range of 17-26 years old (generation Z), domiciled in Bandung and Jabodetabek area, and have experienced overpackaging in e-commerce. The researcher uses descriptive, statistical, and PLS-SEM to analyze the survey result. The result indicates that Innovating Green Packaging Materials, The Establishment of a Recycling System, Government Policy, and Increasing Awareness Towards the Preservation of the Environment has a positive influence on Consumer Preference, The Establishment of a Recycling System and Consumer Preference is mediated by Government Policy and Increasing Awareness T owards the Preservation of the Environment, and Innovating Green Packaging Materials and Consumer Preference is mediated by Government Policy. The finding of this research will give insight and recommendations for the government, e-commerce enterprises, and consumers in tackling the issue of overpackaging in e-commerce.

The commercial impact of live streaming: A systematic literature review and future research agenda

AbstractLive streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars.

Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective

To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce.

Live Commerce Platforms: A New Paradigm for E-Commerce Platform Economy

Live commerce is creating a new paradigm for e-commerce platform economy. This study aims to provide effective strategies that can be used for live commerce platform operation and management by analysing factors that influence consumer intentions to purchase. As a combination of e-commerce and live streaming, live commerce allows businesses to demonstrate products, answer customer questions, and provide personalized recommendations in a way that replicates the in-store experience. Thus, this study aims to provide effective strategies that can be used for the new e-commerce platform economy and market competition that live commerce platforms build by analysing factors that influence consumer intentions to purchase. This study was conducted using structural equation modeling (SEM) based on a survey of 237 live commerce users. The results of this study lend platform-providers a more comprehensive understanding of the functional and social factors that influence consumers’ decisions to make purchases on such platforms. The outcomes can further serve as a basis for improving platforms, providing consumers with a better consumption experience, and offering theoretical support for consumers to use related services rationally and efficiently.

휴리스틱 의사결정 영향요인에 관한 실증연구 : 라이브커머스와 구매의도를 중심으로

As consumers" consumption patterns have shifted to untacting due to the COVID-19 pandemic, live commerce, which combines "e-commerce" and "streaming services", is growing into huge distribution industry. However, even the growth of live commerce continues to increase, there are not many studies on live commerce in Korea. This study intends to verify consumer"s purchase intention under the heuristic decision-making process by applying the concept of heuristic to live commerce users. Through previous studies, six hypotheses were derived, and for this study, a preliminary survey was conducted on 250 men and women of MZ generation who had experience in using live commerce. The results of this study are as follows. First, it was found that the characteristics of live commerce had a positive effect on consumers" purchase intention.Second, among the characteristics of live commerce, informality negatively affects heuristic types. Third, practical implications and marketing strategies can be provided by verifying the influence relationship between heuristics type and consumer purchase intention, and verifying how consumers" heuristics type is affecting.

Sentimental Analysis on Quick Commerce Platform Based on Customer Reviews in Google Play Store

Quick commerce, commonly referred to as q-commerce, is a distinctive and developing business model in which the time between placing an order and receiving it is less than with e-commerce. This study aims to analyse the customer emotions using sentiment analysis among quick commerce users. The study found six major sentiments of the customers, they are constraining, litigious, negative, positive, superfluous, uncertainty. Data for this study has been extracted from google play store with the help of web scrapping, reviews of 3027 were gathered for this study. The results of this study demonstrate the value of review for analytics and demonstrate the power of sentiment analysis in deriving business value and competitive advantage.

Mobile Commerce Application Moving Towards Sustainability

Recent technological advancement has made mobile commerce applications a sustainable business tool due to the capability of providing long-term economic growth without negatively impacting the community’s social, environmental, and cultural aspects. Nonetheless, the attention paid to mobile commerce’s role in facilitating firms’ economic growth among Malaysian entrepreneurs has been barely noticeable. Most entrepreneurs are not convinced to transform their main business channels from conventional to online (mobile) modes due to the lack of financial information and awareness of environmental concerns. Therefore, this study aims to examine the financial performance and mobile transport usage trends of mobile commerce applications. A quantitative research design through an online survey was applied for data collection, with 380 samples were analysed using IBM SPSS Statistic 26. The study found that mobile commerce users (entrepreneurs) agree that there has been an increasing trend in the number of customers, sales revenue, and monthly profit, at 99.2%, 99.1% and 96.6%, respectively. The rising trend in financial performance proves that mobile commerce is vital for a firm’s economic growth. The study also showed that the frequency of mobile transport usage showed a decreasing trend at 27% once the mobile commerce application is actively used among entrepreneurs. The decreasing trend of mobile transport usage can reduce carbon dioxide emissions and minimize individual movement, benefiting the environment and society. Hence, the study can provide invaluable insights to entrepreneurs and escalate their confidence levels in using mobile commerce applications as their primary business channels. Technology engagement in businesses will help entrepreneurs sustain their businesses, spur innovation among sellers, stimulate social benefits, increase the economy, and reduce environmental damage in the long run. In conclusion, mobile commerce is an efficient technological advancement which contributes to firm and country sustainability.

The Impact of COVID-19 on the Electronic Commerce User’s Behaviour

The worldwide coronavirus (COVID-19) pandemic has rendered establishing business extremely challenging. As international borders collapse, brick-and-mortar shops lock their doors, and consumers are advised to stay home alone, enterprises are faced with a number of new issues. With personnel facing seasons of financial uncertainty and anxieties, several enterprises are considering temporary or even permanent closure. Massive changes in consumer behavior had to be made right away. People in isolation or on lockdown are unable to go about their normal business because nearby stores were compelled to close their doors for everyone's protection. This study aims to investigate the effects of COVID-19's scope on Indian e-commerce companies. This study investigates if the coronavirus caused an increase in e-commerce.

RETRACTED ARTICLE: Model and empirical study on the influencing factors of trust repair of mobile commerce users

RETRACTED ARTICLE: Model and empirical study on the influencing factors of trust repair of mobile commerce users

Clustering Merchants and Accurate Marketing of Products Using the Segmentation Tree Vector Space Model

Using social commerce users as the data source, a reasonable and effective interest expression mechanism is used to construct an interest graph of sample users to achieve the purpose of clustering merchants and users as well as realizing accurate marketing of products. By introducing an improved vector space model, the segmentation tree vector space model, to express the interests of the target user group and, on this basis, using the complex network analysis tool Gephi to construct an interest graph, based on the user interest graph, we use Python to implement the K-means algorithm and the users of the sample set according to interest topics for community discovery. The experimental results show that the interests of the sample users are carefully divided, each user is divided into different thematic communities according to different interests, and the constructed interest graph is more satisfactory. The research design of the social commerce user interest mapping scheme is highly feasible, reasonable, and effective and provides new ideas for the research of interest graph, and the boundaries of thematic communities based on interests are clear.

Investigating the role of social identification on impulse buying in mobile social commerce: a cross-cultural comparison

PurposeAs social commerce migrates to the mobile platform, mobile social commerce (ms–commerce), an emerging way of conducting social commerce in the mobile environment, is gaining popularity among mobile users. Although impulse buying in social commerce has been the focus of scholars in recent years, individuals' impulse-buying behavior in ms–commerce has not been highlighted and therefore is worth investigating. This study addressed that gap by differentiating and monitoring the impacts that three key targets of social identification in ms–commerce exerted on impulse buying. Furthermore, previous studies had highlighted the importance of culture in impulse buying in other contexts, so the authors examined how the effects of the key identification targets differed across cultures, as a result of cultural diversity among the ms–commerce users. Finally, the authors drew upon the lens of information technology (IT) affordances to explore how different combinations of ms–commerce affordances influenced each target of identification.Design/methodology/approachThis research first applied a qualitative methodology by using semi-structured interviews with 27 ms–commerce users to extract the relevant subdimensions of IT affordances in ms–commerce. Then, the authors tested their hypotheses with survey data collected from the United States and China.FindingsThe results clearly illustrate that three key targets of social identification had varying impacts on impulse buying in different cultural dimensions. In addition, nearly all of the proposed IT affordances in ms–commerce aided users in building multiple identifications, to various degrees.Originality/valueThis study extends social commerce research by examining the important role that social identification plays in impulse buying in the mobile environment. Moreover, unlike previous studies that mainly had focused on ordinary buying in social commerce across cultures, this study investigated the relative importance of the targets of social identification on impulse buying in different espoused cultural dimensions. Importantly, the authors used a technology affordance lens to also uncover the context-specific stimulators of separate identification targets, thus going beyond the existing body of knowledge that focused on general beliefs.