How behaviour in terms of pluralistic ignorance affects social commerce intentions
Hao-Fan Chumg,
Sheng-Pao Shih,
I-Hua Hung
et al.
Abstract:PurposeThis research explores the complex interplay of multiple social factors with regard to what might encourage or inhibit users to interact with social commerce (SC).Design/methodology/approachTo investigate the phenomenon, we developed a model based on goal-directed behaviour and pluralistic ignorance theory (typically generated by universal behavioural adherence to social norms). Based on the 394 valid responses collected from a survey, partial least squares structural equation modelling (PLS-SEM), PROCE… Show more
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