Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning

Users’ Social-interaction Needs While Shopping via Online Sales Configurators

“…As stated by previous studies, the communication between peers and members of the same reference groups via SSW applications (e.g. chat boxes, online social networks) enables a form of customer socialization that has a profound impact on customer decision making [19,[46][47][48]. The socialization process enabled by SSW is possible thanks to SSW´s capability of providing communication tools [1,2] that make the social-interaction process easy and convenient (because it usually costs less) via online platforms such as blogs, instant messaging, and social networking sites.…”

“…The socialization process enabled by SSW is possible thanks to SSW´s capability of providing communication tools [1,2] that make the social-interaction process easy and convenient (because it usually costs less) via online platforms such as blogs, instant messaging, and social networking sites. For example, in virtual communities, members can interact easily with virtual groups through electronic communication and quickly learn task-related knowledge and skills through their interactions with other members [7,48]. SSW can support potential customers in learning processes that simultaneously involve the three socialization sub-processes described in the previous subsection: (i) social interaction, (ii) modeling, and (iii) reinforcement.…”

“…By doing so, each customer can inform his/her peers and his/her circle about his/her shopping experiences and impact on others' zero moments of truth. This is because the potential customer can "model" his/her shopping by purchasing the same products or avoiding products depending on whether he or she wants to be like his or her peers or not [48,50]. -Reinforcement sub-process enabled by SSW: SSW can support customers in sharing information about their purchases by reviewing and rating products and services through posting comments or pictures on a blog, forum, or on a social network platform.…”

“…-Reinforcement sub-process enabled by SSW: SSW can support customers in sharing information about their purchases by reviewing and rating products and services through posting comments or pictures on a blog, forum, or on a social network platform. By doing so, pressure from peers and reference groups motivates the potential customer to endorse a product or to purchase it, because once a purchase is shared via SM, it can be a source of rapid social rewards [48,50]. Previous research suggests that implementing SSW within company websites supports customers in exchanging information about products or services through participative and socializing experiences [46,48,50,51].…”

The effects of online social networking on retail consumer dynamics in the attractions industry: The case of ‘E-da’ theme park, Taiwan

“…To do so, a modified version of Technology Acceptance Model (TAM) originally developed by Davis (1989) is applied to the attractions industry using the views provided by Srite and Karahanna (2006) and additions suggested by Turner, Kitchenham, Brereton, Charters, and Budgen (2010). The applicability of this set of the five OSN factors was confirmed on the basis of a broad literature review as factors relevant to social networking and include: social identity (Kwon & Wen, 2010;Mittal & Pani, 2010), interaction (Seol, Lee, Yu, & Zo, 2016;Srivastava & Kaul, 2014;Y. Wang & Yu, 2015), information (Cheung, Chiu, & Lee, 2011;Hsu, 2012), structure (Czerwinski & Larson, 2002;Tan & Wei, 2006) and recognition (Blackshaw & Nazzaro, 2006;S.…”