دانلود رایگان مقاله انگلیسی قدرت رضایت گروهی: تبدیل تجارت الکترونیکی به تجارت اجتماعی - الزویر 2018

Abstract

By taking advantage of social networking capabilities, social commerce provides features that encourage customers to share their personal experiences. The popularity of online social networks has driven the purchase decisions of buyers on social commerce sites, but few studies have explored why consumers switch between e-commerce (product-centered) and social (social-centered) commerce sites. In applying the push–pull–mooring model, the objective of this study was to gain an understanding of specifically how push, pull, and mooring factors shape their switching intentions. The findings revealed that push effect, in terms of low transaction efficiency, drives customers away from e-commerce sites, whereas the pull effects, including social presence, social support, social benefit, and self-presentation, attract customers to social commerce sites. Moreover, mooring effects, including conformity and personal experience, strengthened consumers’ behavior in switching between e-commerce and social commerce sites. Besides, conformity was also found to moderate the influences of social presence, social support, social benefit, and efficiency on switching intention, whereas personal experience moderated the effects of social benefit, self-presentation, and efficiency on switching intention. Such an understanding assists online retailers in understanding online shoppers’ switching behaviors, and thus turning social interactions into profits and sales.

6. Research Recommendations and Implications

6.1 Research Findings

Several findings can be derived from this study. First, low transaction efficiency compels consumers from an e-commerce to a social commerce site. Electronic commerce tends to be more efficient compared with social commerce because social commerce sites provide social activities. These findings are in agreement with those obtained by Wang and Zhang (2012), who showed that e-commerce was considered to have the characteristics of efficiency and masculinity. The findings further support the notion proposed by Alshibly (2014), who stated that social commerce relegates efficiency as secondary to social goals (e.g., networking). Second, social commerce supports the content creations and user contributions facilitate the purchase and sale of products. When consumers perceive social commerce to provide an environment where members are psychologically present, receive support from other members, feel close to or familiar with other members, or help them disclose personal information to establish a personal identity, they tend to switch from e-commerce to social commerce sites. The results implied that social benefits exerted the strongest effect (0.40) on switching intention, followed by social support (0.19), social presence (0.14), and self-presentation (0.10). These findings are in line with those reported in past studies. Shadkam and O'Hara (2013) indicated that social commerce combined with online media supports social interactions, thus enhancing the online purchase experience. Liang et al. (2011/2012) found that receiving support from other members enhances consumer intentions of using social commerce sites. Ng (2013) stated that a feeling of closeness and familiarity has positive effects on the intention to purchase in social commerce environments. Füller et al. (2007) argued that the opportunities to establish a personal identity and present personal skills inspire users to participate in a community.