How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective
| Autor: | Xicheng Yin, Hongwei Wang, Qican Gu, Qiangwei Xia |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
purchase intension
media_common.quotation_subject Geography Planning and Development lcsh:TJ807-830 lcsh:Renewable energy sources Context (language use) Management Monitoring Policy and Law Individualism 0502 economics and business Hofstede's cultural dimensions theory lcsh:Environmental sciences media_common Uncertainty avoidance lcsh:GE1-350 Renewable Energy Sustainability and the Environment lcsh:Environmental effects of industries and plants 05 social sciences Collectivism social interaction Social relation Risk perception lcsh:TD194-195 Multiculturalism ComputingMilieux_COMPUTERSANDSOCIETY 050211 marketing social commerce cultural dimension Psychology Social psychology 050203 business & management |
| Zdroj: | Sustainability Volume 11 Issue 8 Sustainability, Vol 11, Iss 8, p 2423 (2019) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su11082423 |
| Popis: | In the context of social commerce, the influence of culture on consumers&rsquo behavior and attitude is more significant. This paper empirically analyzes the influence of social interaction (perceived risk, trust, and intimacy) on consumers&rsquo purchase intention in social commerce, and the antecedent effect of cultural dimensions (uncertainty avoidance and individualism/collectivism) on social interaction is also explored. Data were collected in China and France from consumers who had prior online shopping experience on social commerce websites. The results show that the impact of perceived risk on subsequent purchase intention in social commerce will be transferred by trust and intimacy to a certain extent. The intimacy between users contributes to trust-building, and both of their positive impacts on purchase intention would show distinct effects in different cultures. Besides, cultural dimensions are proved to have a significant effect on users&rsquo social interaction. Although high uncertainty avoidance brings perceived risk, it can promote subsequent trust-building. These findings help provide managerial insights for social commerce community to establish effective trust mechanism in a multicultural context. |
| Databáze: | OpenAIRE |
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