Effects of social media on consumers’ purchase decisions: evidence from Taobao

Kwahk, Kee-Young; Kim, Byoungsoo

doi:10.1007/s11628-016-0331-4

Cited by 62 publications

(48 citation statements)

References 79 publications

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“…Credibility incorporates ability and integrity of the SNS platform in terms of delivering the anticipated outcomes, which sequentially improves intentions to purchase on the platform [56]. Thus, it has been suggested that trust in social commerce websites would significantly encourage users to buy on these websites and spread positive word-of-mouth [62]. Accordingly, this study proposes the following hypothesis: H1: Purchase intention from online-sellers is positively increased by customers' trust in a SNS platform.…”

Section: The Influences Of Trust In a Sns On Purchase Intentionmentioning

confidence: 94%

The Driving Forces of Facebook Social Commerce

Al-Adwan

Kokash

2019

J. theor. appl. electron. commer. res.

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Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to describe this relationship. Thus, a proposed model is developed based on three concepts: social presence, social commerce information seeking and familiarity with the platform. The model explains the mechanisms through which social commerce information seeking, familiarity, social presence and trust influence customers' intentions to purchase from social commerce platforms. For the purpose of this study, a survey is designed and distributed to Facebook users. The findings demonstrate that trust in a social networking site has positive influence on purchase intentions. Moreover, trust encourages information seeking, which in turn improves purchase intentions. Furthermore, both social presence and familiarity are found to enhance trust and purchase intentions. According to the findings, several managerial and theoretical implications are highlighted. Particularly, as the first study to investigate the adoption of social commerce among Jordanian customers, this study offers valuable insights and implications for Jordanian firms' managers and marketers who are targeting direct sales on social networking platforms.

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Section: The Influences Of Trust In a Sns On Purchase Intentionmentioning

confidence: 94%

The Driving Forces of Facebook Social Commerce

Al-Adwan

Kokash

2019

J. theor. appl. electron. commer. res.

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“…These two dimensions can affect consumer intentions simultaneously or unilat-erally ( Cheung et al, 2015 ). Some research has observed that some social media users follow group opinion, viewing group opinions as an accepted norm ( Kwahk and Kim, 2017 ), while some people form their opinions or make their decisions based on information on social media ( Kuan et al, 2014 ).…”

Section: Social Impact Theorymentioning

confidence: 99%

Digital content marketing as a catalyst for e-WOM in food tourism

Parkinson

Thaichon

2020

Australasian Marketing Journal

116

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Using the Use and Gratifications Theory (UGT), this paper explores how the social impact of Digital Content Marketing (DCM) in food tourism leads to electronic word-of-mouth (e-WOM) communication. Specifically, this paper investigates how DCM can generate social impact, and in turn, it explores how this social impact can lead to e-WOM. A sample of 707 Chinese tourists completed an online survey. The data was analysed using structural equation modelling. Positive associations were found between content entertainment (CE) and Informational Social Impact (ISI) and between self-expression (SE) and Normative Social Impact (NSI). Content information (CI) and social interaction (SI) had a positive relationship with both NSI and ISI. NSI and ISI positively influenced e-WOM. Social impact played a mediating role between DCM and e-WOM. This study provides a theoretical basis for further investigation of DCM in food tourism, adds to the literature on Social Impact Theory, and will likely drive further research into e-WOM in food tourism.

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“…Scholars collected actual data from e-commerce platforms to conduct empirical studies. Kwahk and Kim posited social interaction ties and social media commitment as key elements when exploring the effects of social media on consumers' purchase decisions [29]. They tested the hypotheses based on survey data collected from Taobao, the largest e-commerce site in China.…”

Section: Social Mediamentioning

confidence: 99%

How Can E-Commerce Businesses Implement Discount Strategies through Social Media?

et al. 2020

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In the context of the global economic downturn caused by COVID-19, e-commerce has become the first choice for people to shop. Many merchants choose to launch promotion activities through some social media platforms. Price discounts can dramatically increase sales volume in social e-commerce due to the interaction of online consumers. It is urgent for e-commerce merchants to learn rules about discount information dissemination in social media, so as to formulate reasonable discount strategies and achieve sustainable business. This paper constructs an evolutionary game model for e-commerce platforms and merchants when they implement promotion strategies through social media, investigates discount information dissemination among consumers under multiple situations by introducing price discount parameters, and further discusses the influence mechanism of discount size and platform reputation on consumers’ purchase behavior. Results show that in low-reputation e-commerce platforms, the price discount is the main motivation to purchase. Consumers’ preference for the high discount is weakened by the increase in platforms’ reputation. Discounts should be set according to the different reputations. Businesses in a high-reputation environment are relatively more profitable. E-commerce businesses should work together, apply reasonable pricing, and improve their quality to create a green and healthy shopping environment, in order to get benefits and sustainable development.

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Effects of social media on consumers’ purchase decisions: evidence from Taobao

Cited by 62 publications

References 79 publications

The Driving Forces of Facebook Social Commerce

The Driving Forces of Facebook Social Commerce

Digital content marketing as a catalyst for e-WOM in food tourism

How Can E-Commerce Businesses Implement Discount Strategies through Social Media?

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