On the Factors Influencing Consumers’ Adoption of Social Commerce – A Review of the Empirical Literature

Friedrich, Thomas

doi:10.17705/1pais.08401

Cited by 35 publications

(28 citation statements)

References 68 publications

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“…However, several companies that participate in the electronic commerce market are still trying to find out which factors influence consumers to participate in social commerce (Turban et al, 2010;Zhou et al, 2013;Zhang et al, 2014), either buying, recommending, comparing or sharing information about products and services in online markets or communities. Overall, the majority of publications on this phenomenon appeared in commercial magazines, blogs, posts, industry reports and publications of practitioners, concerning the academic field at conducting studies dealing with its theoretical foundations, concepts and features, evolution and applied business models Rosa et al, 2014;Friedrich, 2016;Busalim and Hussin, 2016).…”

Section: Introductionmentioning

confidence: 99%

Factors and characteristics that influence consumers’ participation in social commerce

Maia

Lunardi

Longaray

et al. 2018

REGE

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Purpose The popularity of social networks has created business opportunities to the electronic commerce environment, being recently named as social commerce. The purpose of this paper is to analyze – from the perspective of the consumer – the main factors and characteristics (personal or related to the products bought) that have influenced consumers to participate in social commerce buying, recommending, comparing and sharing information about products and services in online marketplace and communities. Design/methodology/approach The study is characterized as an exploratory descriptive research, operationalized through a survey, applied to 229 participants of the social network Facebook. The research involves a qualitative stage for identifying potential variables that influence the participation of consumers in social commerce, followed by a quantitative one, including data collection procedures, validation and data analysis. Findings The results show trust, perceived usefulness and information quality as the factors that most influence consumer participation in social commerce, being trust in the website the main predictor. Concerning the characteristics, the findings also show that more expensive products and products classified as computers and electronics use ratings, recommendations and comments online more intensively than books, travel, household appliances and fashion products. Research limitations/implications As limitations of the study, the authors highlight the small number of interviews conducted during the qualitative stage, which may have left out other relevant factors of the analysis on consumers’ participation in social commerce. Another limitation refers to the selection of the participants of the study; all members of the social network Facebook are identified by the contact net of the authors – though it has been tried to enlarge this contact list by requesting the respondents to share the questionnaire link with their acquaintances, we should be cautious about the generalization of the results. Originality/value The study proposes an instrument to identify factors and characteristics that are taken into consideration by the consumers when participating in social commerce. Such a tool can be replicated by firms included in this type of commerce, in order to evaluate the behavior and perception of their customers about their performance in the online environment. This study also highlights trust, information quality and perceived usefulness of the website as the most influencing factors of the consumers’ participation in social commerce. In addition, the authors identified that more expensive products and products classified as computers and electronics seem to use more intensively ratings, recommendations and comments online provided by other people. This fact supports the research literature that (positive or negative) online recommendations influence the consumers purchase behavior, reducing uncertainties about the products and increasing credibility and trust.

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Section: Introductionmentioning

confidence: 99%

Factors and characteristics that influence consumers’ participation in social commerce

Maia

Lunardi

Longaray

et al. 2018

REGE

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“…While several empirical studies have been conducted, the present research aims to contribute to the existing pool of literature to help fill in gaps. Companies are highly interested in identifying essential information relevant to effectively deploy social commerce to increase their sales (Friedrich, 2016;Zhou, Zhang, and Zimmermann, 2013;. Several companies continuously work on how to figure out the different factors influencing consumers to participate in social commerce (Zhou, Zhang, and Zimmermann, 2013;Zhan et al, 2014;Alfieri-Lucas, 2015).…”

Section: Introductionmentioning

confidence: 99%

An Assessment on the Factors Influencing Consumers’ Participation in Social Commerce in Time of Pandemic

Olipas¹,

Banay²

2021

IJAEMS

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The study aims at assessing the factors influencing consumer participation in social commerce sites in times of pandemic. Respondents came from a first-class and third-class municipality in the province of Nueva Ecija, Philippines. Descriptive-Correlational research was utilized to describe the common factors that influence the consumers' participation in social commerce sites and correlate whether there is a significant difference between the assessments made. One hundred and five respondents participated in this study. Results revealed that social commerce components, perceived usefulness, reputation, and perceived ease of use are among the factors which significantly influence consumers to engage and participate in social commerce sites. Further, results revealed no significant difference between the assessments made from the first and third-class municipalities.

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“…It is a confusing issue for businesses when trying to develop a reasonable promotional strategy through social media. In practical terms, consumers' online friendships are constantly changing, which has a significant influence on consumer behavior [13,14]. E-commerce platforms' reputation will also affect the promotion effect [15].…”

Section: Introductionmentioning

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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On the Factors Influencing Consumers’ Adoption of Social Commerce – A Review of the Empirical Literature

Cited by 35 publications

References 68 publications

Factors and characteristics that influence consumers’ participation in social commerce

Factors and characteristics that influence consumers’ participation in social commerce

An Assessment on the Factors Influencing Consumers’ Participation in Social Commerce in Time of Pandemic

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

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