Social Commerce Context Research Articles

Stressed and Shopping: Examining Social Media-Induced Stress and Online Impulsive Buying in Gen Z

This study investigates how social media-induced stress influences online impulsive buying behavior among Gen Z consumers within a social commerce context. It further explores the mediating role of negative coping strategies and the moderating effect of self-control. Data was collected through online questionnaires targeting 300 Gen Z respondents selected via purposive sampling criteria, then analyzed using conditional process analysis with SPSS macro-PROCESS. Findings confirm that social media-induced stress, directly and indirectly, triggers impulsive buying through negative coping. Additionally, self-control significantly moderates this relationship, wherein lower self-control intensifies the effect of stress on impulsive buying. This research addresses gaps in the literature by highlighting the role of negative emotions, specifically stress, in driving consumer behavior. Findings contribute valuable insights into evolving digital consumerism patterns among Gen Z, emphasizing the need for self-control in digital environments while also highlighting how negative coping acts as the mechanism that channels stress into impulsive buying behavior.

The Role Of Hedonic Motivation In Social Commerce Toward Consumer Purchase Intention

This study investigates the influence of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) elements on customer purchase intention within the context of social commerce, with a focus on the moderating role of hedonic motivation (HM). TPB factors, including attitude (ATD), subjective norm (SN), and perceived behavioral control (PBC), along with TAM factors - perceived ease of use (PEOU) and perceived usefulness (PU) - were examined for their connection to consumer purchase intention (CPI). Hedonic motivation's role as a moderator between TPB, TAM, and purchase intention was explored due to its impact on sensory, creative, and emotional responses of hedonic consumers towards products. The study, involving 500 online survey participants, employed SPSS 26.0 for initial analysis and Smart PLS 3.0 for structural equation modeling. Results supported seven out of ten hypotheses, offering valuable insights into hedonic motivation's regulatory effect on customer purchase intention in the realm of social commerce, contributing to a deeper understanding of this evolving market.

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.

Compensatory consumption of specialty agricultural products from an ELM theory perspective: joint effect of product attributes and social affordances

PurposeCompensatory consumption focuses on the psychological value of products. Special agricultural products have symbolic and social functions that effectively meet psychological needs and stimulate compensatory consumption behavior. The social commerce context not only enriches consumer experience but also influences consumer purchase decisions. This study constructs a model based on the elaboration likelihood model (ELM) and the stimulus-organism-response (SOR) theory to explore the mechanism of compensatory consumption behavior of special agricultural products in a social commerce context.Design/methodology/approachThis study uses a two-stage method of partial least squares structural equation model (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze 523 valid samples collected through random sampling. PLS-SEM was used to examine the relationships and effects between the variables; fsQCA was used to conduct a cohort analysis between the variables to further reveal the complexity and diversity of compensatory consumption behaviors.FindingsPLS-SEM indicates that product attributes and social affordances influence consumers’ triggering of compensatory consumption behavior for control and belongingness needs. fsQCA shows that there are three different modes, and the satisfaction of belongingness or control needs is a necessary condition for triggering compensatory consumption behavior.Originality/valueThere is limited research on compensatory consumption behavior specifically focused on special agricultural products. This study explores the influencing factors and mechanisms of compensatory consumption behavior related to special agricultural products. The occurrence of compensatory consumption behavior is not only influenced by product attributes but also by the social commerce environment. In marketing strategies, it is important to not only consider product characteristics but also pay attention to consumers’ social and psychological needs.

Capturing Consumer Attention: An In-Depth Analysis of TikTok Live Shopping

This paper explores the distinctive features and advantages of TikTok Live Shopping within the broader context of social commerce. Through a comprehensive comparative analysis with live shopping features on other prominent social media platforms, including Instagram, Facebook, and YouTube, the study highlights TikTok’s unique positioning. Emphasizing short-form videos, algorithmic discoverability, and a trend-centric culture, TikTok Live Shopping provides a dynamic platform for brands to engage with a younger, trend-focused audience. The paper delves into specific strategies that contribute to TikTok Live Shopping’s success, such as creativity-centric content, real-time interaction, and seamless commerce integration. Analyzing evolving consumer behavior within TikTok Live Shopping, the study examines the social, authentic, and interactive dynamics shaping purchasing decisions. Furthermore, the paper assesses the potential long-term impact on brand perception and customer loyalty, considering factors like trend adoption, demographic reach, and sustained community building. The findings contribute to a deeper understanding of TikTok Live Shopping as a transformative force in social commerce.

Managing users' uncertainty in social commerce: the moderating role of cultural tightness

PurposeBased on uncertainty reduction theory, this study explores how perceived information transparency mitigates users' perceived uncertainty, which in turn influences their actual purchase behavior. In addition, the moderating effects of cultural tightness on the relationship between perceived information transparency and perceived uncertainty are also considered.Design/methodology/approachUsers with the shopping experience on Xiaohongshu are invited to participate in the survey. Finally, 355 valid longitudinal data are collected.FindingsThe results indicate that the three dimensions of perceived information transparency (i.e. perceived product transparency, perceived seller transparency and perceived transaction transparency) can reduce users' perceived uncertainty significantly. Besides, the negative impacts of perceived product and seller transparency on users' perceived uncertainty are stronger when cultural tightness is higher. However, cultural tightness does not moderate the relationship between perceived transaction transparency and users' perceived uncertainty.Originality/valueFirst, the authors' research extends the uncertainty reduction theory to the context of social commerce. Second, the authors' research explores the boundary condition under which perceived information transparency varies by identifying cultural tightness as the moderator of the relationship between perceived information transparency and uncertainty. Third, the authors' research enriches the understanding of the cultural tightness of China.

Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges

Abstract Literature on the sequence of relationships between social commerce constructs, attitudes, and behaviors is disputed. According to earlier scholars, behavior is followed by attitude, conversely, recent evidence suggests a slight relationship. To explore this phenomenon in digital marketing, the aim of the current study is twofold: to examine a parallel mediation of cognitive and affective attitudes between social commerce constructs and purchase intention followed by sequential meditation of cognitive and affective attitudes in the relationship between social commerce constructs and purchase intention. Data for the study was collected using Google Forms from individuals who have used social commerce sites for making purchases over the last six months. The hypothesized model was analyzed using PROCESS macro. The finding of the study revealed that the composite influence of Social Commerce Constructs (SCCs) on online Purchase decisions is significant. Interestingly, our empirical findings support the view of recent scholars that behavior in the social commerce context is not followed by attitude but the cumulative relationship is significant and small. In parallel mediation, the mediation effect of affective attitude between SCCs and purchase intention is considerable. This finding indicates that to grab the attention of current and prospective customers in the era of digital marketing, marketers must focus on emotional content in online reviews.

The Effects of Trust, Perceived Risk, Innovativeness, and Deal Proneness on Consumers’ Purchasing Behavior in the Livestreaming Social Commerce Context

Livestreaming shopping platforms have emerged as dynamic and innovative channels for e-commerce, mobile commerce, and social commerce, revolutionizing the way consumers engage with online retail. Drawing upon the Technology Acceptance Model 3 framework, this research seeks to provide a comprehensive understanding of the interplay between perceived risk, trust, innovativeness and deal proneness in shaping consumers’ purchasing behavior in the livestreaming social commerce context. A snowball sampling method was applied to collect data from 675 Chinese livestreaming customers in December 2022. A PLS-SEM analysis was used to measure the proposed model. The results confirm that the present model has weak explanatory power except for medium predictive accuracy in explaining consumers’ purchasing behavior in the livestreaming social commerce context (R2 = 0.35; Q2 = 0.31). This research contributes to the social commerce literature by extending the Technology Acceptance Model 3 (TAM 3) to the novel domain of the livestreaming social commerce context, offering insights into the unique drivers of consumers’ purchasing behavior. It also provides practical implications for platform developers and marketers aiming to enhance consumer experiences and increase sales performance, thereby increasing economic growth.

How do social media influencers induce the urge to buy impulsively? Social commerce context

Based on signaling theory, the current research examines the impact of Fashion Influencers (FIs) on consumers' Urge to Buy Impulsively (UBI) in a social commerce context. This research specifically focuses on identifying the key factors contributing to the trust in FIs' branded posts, which subsequently impact UBI. Additionally, this study explores the moderating role of persuasion knowledge in the trust-UBI relationship and whether the trust in FIs branded posts acts as a mediator. A self-administered questionnaire was distributed to social media users in Pakistan. A total of 452 responses were collected and analyzed using partial least square structural equation modelling (PLS-SEM) to examine the impact of FIs on UBI. Results indicate that trust in the FIs' branded posts positively impacts UBI. The results also demonstrate that Influencer Credibility (IC), Message Credibility (MC), and Media Credibility (MeC) are essential factors that contribute to the trust in FIs' branded posts. Furthermore, persuasion knowledge moderates the trust-UBI relationship, and trust in FI's branded posts mediates the relationship between IC, MC, MeC and UBI. These findings add value to the literature and offer practical insights for fashion industry marketers by providing a roadmap for fostering trust-centric relationships with followers and, in turn, fostering UBI in a social commerce context.

Methodology of an interpretive structural map construction for social commerce success

Abstract The factors influencing consumer purchase decisions in electronic commerce platforms and the interrelationships of each element are prevalent in the domain literature. However, a comprehensive analysis of the complex interrelationships among the success factors remains unexplored, especially in a social commerce context. To address the gap, this work evaluates the relationship structure and determines the critical factors using interpretive structural modelling (ISM). On the other hand, the Matrice d’Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) is introduced to analyse the interaction of the factors and recognise the most relevant among them. In demonstrating the ISM-MICMAC analysis, this work performed a case study evaluating 13 factors of social commerce success for food products derived from a previous study. The findings of this work suggest that timeliness, data privacy policy, and Internet connectivity drive most other factors. Thus, focusing the resources on augmenting these factors consequently improves other factors. These findings suggest that sellers must streamline their overall service chain to maintain timeliness in their transactions, safeguard consumers’ data privacy, and uphold consumer communication efficiency to maximise Internet connectivity. These insights provide useful information to help decision-makers in the food industry allocate resources and encourage more consumers for social commerce. Several managerial insights were discussed.

How Attachment Influences Users' Decisions in Mobile Social Commerce Context From a Socio-Technical Systems Perspective

Drivers of social commerce usage have been the focus of scholars, but mobile social commerce is currently a sparsely researched area and therefore worth considering. Drawing on the socio-technical systems perspective and attachment theory, this article aims to examine the effect of social and technical enablers on user attachment and whether attachment influences users' shopping and sharing intentions. Results of an empirical study (N=305 active Pinduoduo users) indicate that emotional attachment directly impacts users' intentions, while functional attachment does so indirectly through emotional attachment. Besides, social and technical factors impact emotional and functional attachment, respectively. The study provides further insights about the impact of social and technical factors on attachment and attachment on MSC intention, and contributes to MSC research and practice by developing and validating the role of MSC platforms attributes in forming users' s-commerce behavioral outcomes.

Impact of Social Interaction on Customer Engagement in China's Social Commerce-A Moderated Chain Mediation Model.

With the emergence of social commerce, customer engagement is increasingly considered as an important influencing factor for enterprises to maintain a competitive advantage. Despite the extensive literature examining the determinants of customer engagement in social commerce from the perspectives of platform functions and technical dimensions, discussions on social interaction remain rare. Based on a sample dataset of 460 valid questionnaires collected via an online survey within China, using the structural equation model, this study attempts to investigate the effect of social interaction on customer engagement. Specifically, it divides social interaction into two dimensions, namely information-oriented and relation-oriented interactions. It is found that both informational and relational interactions are essential for driving customer engagement. Social presence and customer trust sequentially mediate the effect of social interaction to enhance customer engagement. In other words, social interaction enhances the sense of social presence, which in turn heightens customer trust, ultimately spurring a greater customer engagement. Self-construal moderates the relationship between social interaction and customer engagement. For interdependent customers, the effect of social interaction on customer trust is particularly significant. This study provides novel insights into how and when social interaction shapes customer engagement, highlighting the mechanisms and boundary conditions involved in this relationship within a social commerce context, which can also offer practical guidance for platforms and merchants seeking to facilitate greater engagement among customers.

Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence

Images and textual reviews are central to social commerce sites. But little is known about the mechanism by which image quality and type of textual review (with personal experiences versus facts) impact consumer purchase intention on a social commerce page. We address this knowledge gap and use the stimulus-organism-response (S–O-R) framework to develop our conceptual framework. We hypothesize that image quality and type of textual review impact purchase intention through imagery vividness that functions as a stimulus. Further, imagery vividness impacts purchase intention positively in the social commerce context through social presence. Specifically, the effect of imagery vividness on purchase intention is likely to be serially mediated by cognitive social presence and affective social presence. We collect data by conducting two experiments using a social media post regarding fashion apparel for middle-aged women on Instagram and find support for our thesis.

Factors affecting Co-Creation Intention of Customers in Social Commerce

This paper investigates the effects of social support, social commerce information sharing, and social commerce value on brand engagement and the effect of brand engagement on co-creation intention. This paper also investigates the mediating role of brand engagement on the relation between social support, social commerce information sharing, social commerce value and co-creation intention. The study used survey data from 279 Indonesians with experience using social commerce sites and make purchase transactions through social media sites. The model was tested using PLS structural equation modelling with WarpPLS 8.0 program. The empirical findings indicate that social support, social commerce information sharing, and social commerce value has a significant direct effect on brand engagement. The study also revealed that brand engagement has a significant direct effect on co-creation intention. The mediation test results indicate that brand engagement does not mediate social support, social commerce information sharing, and social commerce value on co-creation intention. This study provides an understanding that co-creation intention has become a common feature within the social commerce context and managers should make efforts to effectively engage with customers by implementing the relevant social commerce feature.

Attitudes towards gamification advertising in Vietnam: a social commerce context

ABSTRACT Recognising the rapid growth and enormous potential of gamification and social media advertising in today's digital age, along with the increasing popularity of social commerce (s-commerce), especially in emerging markets, this study analysed attitudes towards gamification advertising in the Vietnamese s-commerce context. This study followed a quantitative approach by conducting interviews with 386 users who interacted with gamification advertising on s-commerce platforms in Vietnam. The empirical results indicate that perceived gamification in advertising (as measured by the experience of gamification ads) has a significant positive indirect effect on attitudes towards advertising via hedonic and utilitarian values. In addition, this study experimentally verified the impact of the prominent characteristics of s-commerce (interactivity, personalisation, and privacy concerns) on both the gameful experiences of ads and attitudes towards advertising in the s-commerce market. Our research has meaningful implications for marketers and social networking platform developers, in that marketers should be more proactive in gamifying advertisements to improve customer attitudes towards them. For social networking platform developers, it is essential to develop optimal algorithms to enhance the interactivity of the platform by taking advantage of a database to generate relevant advertising recommendations for users.

Impact of Social Experience on Customer Purchase Decision in the Social Commerce Context of Instagram

Impact of Social Experience on Customer Purchase Decision in the Social Commerce Context of Instagram

A SYSTEMATIC REVIEW OF STUDIES ON FLOW EXPERIENCE FROM 2010-2022. INSIGHTS AND DIRECTIONS FOR FUTURE RESEARCH

ABSTRACT
 
 Purpose: This paper presents a systematic literature review on flow experience to identify the theoretical underpinnings, outcomes, antecedents, and empirical dimensions of the phenomenon used in social commerce empirical models.

Information confusion as a driver of consumer switching intention on social commerce platforms: a multi-method quantitative approach

PurposeOn the basis of the approach-avoidance motivation theory, this study aims to examine the role of information confusion in influencing consumer switching intention among social commerce platforms, with the mediating effect of emotional exhaustion and the moderating role of social overload.Design/methodology/approachThis study applied a multi-method quantitative approach including a survey and two experiments. Data were obtained from consumers on popular social commerce platforms in China. The survey's sample size was 327 respondents, whereas a total of 1,621 consumers participated in the two experiments.FindingsFindings from the survey reveal that information confusion affects switching intention directly and indirectly via emotional exhaustion. Moreover, social overload moderates the emotional exhaustion–switching intention relationship and the indirect impact of information confusion on switching intention. Results of the two experiments further confirm the relationships found in the survey.Originality/valueThis study develops and validates a mediation and moderation model which expectedly serves as a framework to better explain consumer switching intention on social commerce platforms. The study also offers fresh insights into consumer switching intention in the unique context of social commerce in an emerging market (i.e. China), which has been largely ignored in the prior literature.

Promoting electronic customer-to-customer interaction: evidence from social commerce sites

ABSTRACT Social commerce facilitates communication among customers worldwide and promotes electronic customer-to-customer interaction (eCCI). Considerable research has been undertaken on consumer behaviour, but the understanding of the factors that drive eCCI is limited, particularly in the social commerce context. This limitation arises from a lack of theoretical frameworks to account for such behaviour. By using motivation–opportunity–ability (MOA) theory, this study aims to observe how MOA theory constructs (intrinsic motivation, perceived self-efficacy and tie strength with other customers) integrate and impact eCCI. A survey method is utilised to collect data, and structural equation modelling is used with 359 customers from social commerce sites in China. Results demonstrate that eCCI behaviour is strongly determined by intrinsic motivation, perceived self-efficacy and tie strength with other customers. Among these factors, intrinsic motivation partially mediates the association between perceived self-efficacy and eCCI. Moreover, tie strength with other customers moderates the relationship between intrinsic motivation and eCCI. Overall, this study introduces a new way of assessing eCCI and reports eCCI behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in social commerce marketing. Such outcomes may help social commerce and service providers in delivering their services.

Understanding online shopping hate in social commerce context: antecedents and consequences of psychological reactance

PurposeThis study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.Design/methodology/approachData were collected from online users.FindingsThe results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies.Research limitations/implicationsBecause of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Practical implicationsThe study findings are helpful for marketing managers to develop social commerce strategies.Originality/valueThis study explains the underlying mechanism of brand hate through psychological reactance.