The effect of social interaction on users' social commerce intention
by Tao Zhou
International Journal of Mobile Communications (IJMC), Vol. 17, No. 4, 2019

Abstract: Social commerce enables users to conduct frequent social interactions, which may strengthen their social relationships and affect their behavioural decision. The purpose of this research is to examine the effect of social interaction on users' social commerce intention. Social interaction consists of human-human interaction and human-computer interaction. Human-human interaction includes informational interaction and emotional interaction, whereas human-computer interaction includes perceived control, perceived responsiveness and perceived personalisation. Structural equation modelling was adopted to conduct data analysis. The results indicated that social interaction affects trust in other members and trust in community, both of which further determine social commerce intention. The results indicated that service providers need to facilitate social interaction in order to promote users' social commerce intention.

Online publication date: Sat, 29-Jun-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com