| Autor: |
Çeliker, Orhan, Özen, Üstün, Bölen, Mehmet Cem |
| Předmět: |
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| Zdroj: |
International Journal of Innovation & Technology Management; Feb2024, Vol. 21 Issue 1, p1-57, 57p |
| Abstrakt: |
As firms continue to use social media checkout and shopping integrations, and social media platforms become primary search engines for consumers, social commerce is slowly replacing traditional e-commerce. However, there is still a limited understanding of why consumers frequently switch between e-commerce and social commerce platforms during the process by which they discover and purchase a product. This study attempts to bridge this gap by investigating the switching behavior from traditional e-commerce to social commerce at the consumer level. By following a mixed-methods approach, this study develops and empirically validates a research model derived using the push–pull–mooring framework and the findings of the exploratory study. The test results showed that the proposed research model explains a large portion (0.607%) of the variance in consumers' switching intentions. Besides, social influence was also found to moderate the impact of push and pull factors on switching intention. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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