Exploring the Role of Technical Features in Promoting the Intention to Continue Sharing Contents in Social Commerce Platform

Abstract

For this paper, we'd like to explore the role of the technical features on the users' continuous intention to share contents in the social commerce platform based on social cognition theory. The social commerce is an emerging e-commerce platform along with the development of social media technology. Compared with traditional e-commerce, user's content sharing has been recognized as the most important resource for the social commerce platform to attract new users as well as help old users make a better purchase decision. Drawing on the literature of the Social Cognition theory, the intention to continue sharing contents, the technical support of social commerce, the author develops a new model to understand the mechanism of the user's intention to continue sharing contents and uses the SEM to test the model. Results show that technical support has a positive influence on the intention to continue sharing content, also increases the level of self-efficacy perception and outcome expectations, which in turn increases users' intention to share contents. Implications, limitations, discussion, and future research directions are discussed at the end of the paper.

Analysis of Factors Affecting User Willingness to Use Virtual Online Education Platforms

“…The mobile terminals can surpass the restrictions of time and space; as long as the mobile devices can access the wireless network or have cached online courses, they can meet the learning requirements of college students to study anytime and anywhere [21,22]. Only when the learning requirements of college students have transformed into education demand, can they conduct the behaviors of searching for educational resources and related services and then using these resources [23,24]. Figure 1 gives a diagram of the Theory of Planned Behavior (TPB).…”

A Literature Review of Social Commerce Research from a Systems Thinking Perspective

“…Studies that focus on Sharing mainly try to explain the following four questions. The first is how customers' rate/review/recommend (known as the "3Rs") behavior is determined after a transaction [92][93][94][95]. The second is how the WOM and UGCs created by customers' sharing behavior affect other users' purchase intention [96,97].…”

“…For example, Ko (2018) points out that commercial desire is more influential for social sharing intentions on SNS [91]. Generally, brand co-creation [92], technical support [93] and social relations (such as guanxi) [94] are the key factors that promote customers' sharing behavior after a purchase in a social commerce environment.…”