Suchergebnisse

PurposeOnline reviews derived from peer communications have been increasingly viewed as an important approach for consumers to gather pre-purchase information. This study aims to examine factors affecting online reviews adoption in social network communities and then indicates the underlying mechanism of this process based on an extended information adoption model (IAM).Design/methodology/approachUsing the data collected from 242 users of a social network community via an online survey, the proposed model is empirically assessed by partial least squares-based structural equation model (PLS-SEM).FindingsThe results show that both perceived diagnosticity and perceived serendipity are drivers of online reviews adoption in social network communities. Meanwhile, community identification is not only an antecedent of diagnosticity and serendipity perceived by community members, but also motivates source credibility which, in turn, positively influences argument quality. Finally, the importance of argument quality and source credibility in reviews adoption process is also presented.Originality/valueThis study extends the IAM and enriches the literature regarding online reviews adoption. It deepens the understanding of serendipitous experiences and community identification in social networking context by addressing their important roles in the authors' extended IAM.

PurposeLive streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore factors affecting customers' stickiness intention toward live streaming commerce platforms.Design/methodology/approachA research model was developed by modifying e-commerce system success model (ES success model) based on the context of live streaming commerce and meanwhile integrating serendipity and flow into the model. Using the data collected from 380 customers who have live streaming shopping experience, the established model was empirically assessed by partial least squares based structural equation model.FindingsThe results show that vividness, real-time interaction and diagnosticity are antecedents of perceived value and customer satisfaction toward a live streaming commerce platform which in turn influence customers' stickiness intention. Besides, as new factors introducing into the ES success model, serendipity and flow are two important motivators of satisfaction and stickiness.Originality/valueThis study establishes a well-organized framework to understand the mechanism regarding why customers stick with a live streaming commerce platform. It provides a socio-technical approach to analyze how the stickiness intention can be influenced.

Purpose
The purpose of this paper is to explore motivations that drive consumers' purchase intention in social commerce, and then examine whether social presence can work as a moderator in this process.


Design/methodology/approach
A research model was developed based on stimulus-organism-response model by integrating trust, argument quality, social presence and purchase intention. Using the data collected from 288 valid online questionnaires, the proposed model was empirically assessed by partial least square (PLS) SEM.


Findings
The results show that trust toward social commerce site and trust toward site members are determinants of purchase intention, and the later one can be triggered by the argument quality of consumer-generated contents (perceived informativeness and perceived persuasiveness). Besides, consumers' social presence has a moderating effect on the relationship between trust toward site members and purchase intention.


Originality/value
This study indicates a new mechanism of trust based on the context of social commerce. The findings will contribute to social commerce literature by offering a well proven conceptual model that facilitates the understanding of consumers' purchase decision-making processes.