An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commer
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RESEARCH PAPER
An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business M. Awais Shakir Goraya 1 & Zhu Jing 1 & Mahmud Akhter Shareef 2 & Muhammad Imran 3 & Aneela Malik 4 & M. Shakaib Akram 5 Received: 19 November 2018 / Accepted: 10 April 2019 # Institute of Applied Informatics at University of Leipzig 2019
Abstract Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (scommerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on scommerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes. Keywords Social commerce . Community attributes . Platform attributes . Trust in platform . Trust in community . Social commerce intention . E-WOM intention JEL classification L81: e-Commerce . C83: Survey Methods • Sampling Methods
Responsible Editors: Rainer Alt and Gunasekaran Manogaran * M. Shakaib Akram [email protected] M. Awais Shakir Goraya [email protected] Zhu Jing [email protected]
1
School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China
2
School of Business & Economics, North South University, Dhaka, Bangladesh
3
College of Applied Computer Science, King Saud University Riyadh, Saudi Arabia
4
College of Business Administration, Al Yamamah University, Riyadh, Saudi Arabia
5
College of Business Administration, King Saud University, Riyadh, Saudi Arabia
Mahmud Akhter Shareef [email protected] Muhammad Imran [email protected] Aneela Malik [email protected]
M. A. S. Goraya et al.
Introduction Social commerce (s-commerce), generally known as social business, bears no specificity regarding its academic definition as it carries various connotations in academic insights (Liang et al. 2011). However, the extant literature presents the definition of s-commerce as Bthe use of Internet-based media which enable users to participate in the selling, buying, comparing, and sharing of information about products and services in an online marketplace and communities^ (Busalim and Hussin 2016). The concept of s-commerce was formed in 2005, and ever since i
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