Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model

Abstract

This research explores s-commerce users' intentions to purchase and to share knowledge by incorporating 'attitudes toward persuasion attempts,' 'ease of use,' and 'perceived usefulness' into a social exchange theory model. A survey using an on-site purposive sampling technique was used to recruit the respondents, and an interception technique was used to approach the consumers. A total of 471 Korean consumers participated in this research. Based on 471 Korean social-commerce users, our results reveal that social exchange belief factors and a site's usability affect user satisfaction, which subsequently affects users' intentions to purchase and to share knowledge. In addition, attitudes toward persuasion attempts moderate the effect of satisfaction on users' purchase intentions.

The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

“…The first limitation is that this article only uses perceived value theory to explain consumers' behavior in live streaming luxury shopping. In fact, some literature pointed out that technical factors (ease of use, usefulness) should not be ignored when studying online shopping behavior (Kwon et al. , 2020).…”

“…The first limitation is that this article only uses perceived value theory to explain consumers' behavior in live streaming luxury shopping. In fact, some literature pointed out that technical factors (ease of use, usefulness) should not be ignored when studying online shopping behavior (Kwon et al, 2020). Since video-related technologies allow consumers to watch live streaming more conveniently, future research will introduce technology acceptance model to examine the impact of technical factors on consumers' behavior in the context of live streaming luxury shopping.…”

Online banking and privacy: redesigning sales strategy through social exchange

“…This group will not change their current bank for short-term transactional benefits and sacrifice long-term opportunities. Hence, to build a thriving online customer base, companies must have an effective platform to promote sociable, accommodating and eloquent exchanges between customers and salespeople (Kwon et al, 2020).…”

Is Social Media Adoption a Powerful Means to Reach High Performance in Small- and Medium-Sized Firms? An Empirical Investigation

“…Consumer behaviour and perceptions are influenced through a well-managed adoption of social media tools. Recently, social media have become increasingly relevant for SMEs (Meske & Stieglitz, 2013) because of the opportunities they offer in enhancing communication with customers (Castronovo & Huang, 2012), improving interaction with suppliers (Michaelidou, Siamagka, & Christodoulides, 2011), reinforcing brand reputation (Wang et al, 2016), adopting innovation (Muninger, Hammedi, & Mahr, 2019) and sharing knowledge and perception (Kwon, Mai, & Peng, 2019). However, even if SMEs are aware of the potential that derives from social media adoption and conscious of their ability to create face-to-face, long-lasting relationships with customers (Cabras et al, 2009;Cooper et al, 2005;Dessì & Floris, 2010;Dessi et al, 2014;Soltani et al, 2018), they undervalue the extraordinary power social media can have in terms of customer interactions (Guha et al, 2018).…”