Influence Factors of People Purchasing on Social Commerce Sites

  • I Ping Chiang
  • Kai Chieh Lin
  • Chih Hui Huang
  • Wan-Ling Yang
Keywords: Social commerce, Internet marketing, Online shopping, E-commerce

Abstract

With the growing use of social media in the world, a wide variety of social media applications and services have been produced. Popular social media platforms leverage their unique functions to persuade their users to adopt such applications and services, and many enterprises have begun to consider social media operations as a crucial aspect. Thus, since the gradual influence of social media on consumer behavior, a new social commerce model has begun to develop. This research examined both business and social aspects of social commerce sites to establish an evaluation model for measuring their quality and effectiveness. We collected 468 valid samples of online users who had used social commerce site to browse or purchase products and were willing to use again. We used EFA and CFA to confirm the model we constructed, and Partial least squares regression was used to analyze the relationship among the antecedents and consequences of quality evaluation in social commerce sites. According to the result, the consumers’ behaviors were most likely affected by functionality, enjoyment, process, reliability, presence, and identity with a social commerce site. This study not only provided a credible social commerce quality measurement for other scholars to conduct relevant research but also provide conclusions for the marketing strategy of social commerce sites and products as a reference.

keywords: Social commerce, Internet marketing, Online shopping, E-commerce

To cite this document:
Chiang, I.-P., Lin, K.-C., Huang, C.-H., Yang, W.-L. Influence factors of people purchasing on social commerce sites. Contemporary Management Research, 15(2), 69-87. https://doi.org/10.7903/cmr.18575

Author Biographies

I Ping Chiang
Dr. I-Ping Chiang (Corresponding author) is currently a professor of Graduate Institute of Information Management, National Taipei University. His current research interests include social marketing, online behavior, and internet marketing. He published more than one hundred articles.
Kai Chieh Lin
Mr. Kai-Chieh Lin graduated from Graduate Institute of Information Management, National Taipei University.
Chih Hui Huang
Ms. Chih-Hui Huang graduated from Graduate Institute of Information Management, National Taipei University.
Wan-Ling Yang
Ms. Wan-Ling Yang is currently studying in Graduate Institute of Information Management, National Taipei University.
Published
2019-10-26
How to Cite
Chiang, I., Lin, K., Huang, C., & Yang, W.-L. (2019). Influence Factors of People Purchasing on Social Commerce Sites. Contemporary Management Research, 15(2), 69-87. https://doi.org/10.7903/cmr.18575
Section
Marketing