Social networking atmosphere and online retailing

Abstract

Online store atmosphere is an important determinant of shopping behavior. The rapid growth of online social networks means it is widely used in online stores in many patterns. We seek to address the lack of systematic research on how customer-tocustomer social environment can influence consumer online shopping outcome. This study adopts the concept of social networking atmosphere of online stores and uses the Stimulus-Organism-Response framework widely used in environmental psychology to test whether the characteristics of the social networking environment of online stores can influence their consumers' shopping behavior. The characteristics of the social networking atmosphere are proposed to be convenience, personalization, and social surveillance. We received 270 valid responses from people who have experience using online stores with a social networking environment. The results indicate that the characteristics of the social networking environment (convenience, personalization, and social surveillance) will increase consumers' satisfaction with (affective) and perceived usefulness of (cognitive) the online store atmosphere, which in turn will increase the consumers' purchase intention in the online store with a social networking atmosphere. Moreover, males have better internal states to convenience and personalization than females and females have better internal states to social surveillance than males.

Consumer motivations to disclose information and participate in commercial activities on Facebook

“…The convenience of relationship maintenance may motivate people to use Facebook and other OSNs to communicate with their friends satisfactorily, share personal information and interact with them (Park, Shin, & Ju, 2014). Therefore, I hypothesize:…”

Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

“…CLV is a measurement of customers' purchase probability during the period with the focal brand. When customers have a positive loyalty intention, it leads to positive future sales and the increased possibility of retained customers in the future (Vogel et al, 2008;Park, Shin, & Ju, 2014). Therefore, customer equity drivers will have a positive effect on customer loyalty.…”

Why Do Consumers Make Online Shopping the Effect of Big Five Personality Traits, Narcissism and Self-Esteem

“…Today, narcissism is in the centre of researchers on new media users, consumer culture, celebrity culture which became a popular topic in the beginning of the 21 st century when myself millennium is started (Tyler, 2007). Digital narcissists are more prone to using digital channels for self-existence and yearn attention from people by their shopping intention in every type of shopping channel (Park et al, 2014).In brief, we predict that narcissist do shopping especially for their charm and they should utilize every shopping channel for their desired product purchasing. Therefore;…”