Authors: Tao Zhou
Addresses: School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China
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.
Keywords: social interaction; social commerce; informational interaction; perceived personalisation; trust.
International Journal of Mobile Communications, 2019 Vol.17 No.4, pp.391 - 408
Received: 24 Sep 2017
Accepted: 24 Jun 2018
Published online: 03 Apr 2019 *