Social influence in first-time and upgrade adoption

Wang, Dianwen; Zuo, Lijun; Xiao, Bangming

doi:10.1016/j.elerap.2019.100834

Cited by 11 publications

(12 citation statements)

References 78 publications

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“…Finally, this study links social influence to persuasion, which advances the hospitality marketing literature. While social influences have been proven to influence behavior (Wang et al, 2019), they have been validated as antecedents of targeted behaviors. In contrast, this study shows that social influence is likely to impact the way consumers make spontaneous behavioral choices as a result of interacting with an IS, and likely to lay the foundation for research on spontaneous purchasing in foodservice.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Consumers’ persuasion in online food delivery systems

Gunden

Morosan

DeFranco

2020

JHTT

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Purpose This study aims to develop and validate a conceptual model that explains consumers’ persuasion by the information available on online food delivery systems (OFDS). The study validated consumers’ price savings orientation as an antecedent of two types of browsing behaviors (utilitarian and hedonic). Browsing and social influences were examined as predictors of persuasion. Design/methodology/approach A literature review was conducted to determine constructs that constituted the best conceptual model for this study. To test the model, an online instrument was developed, and data were collected with the help of a global marketing panel company from 333 consumers who have used OFDS. Confirmatory factor analysis and structural equation modeling were used to test the hypotheses of the model. Findings The study found that consumers’ price savings orientation strongly influenced both types of browsing. However, while utilitarian browsing did not influence consumers’ persuasion, hedonic browsing and social influence were strong predictors of persuasion. Research limitations/implications Given the uniqueness of the study that stems from its task-technology context and the type of product being purchased, this study advances the literature in hospitality information technology, especially in the relatively neglected foodservice information technology area. The study also provides implications for both restaurants and OFDS as critical stakeholders in this important area. Originality/value To the best of the authors’ knowledge, this is the first study to examine consumers’ persuasion in a food-service online retail context. This study is also the first to examine both types of browsing as distinct constructs in hospitality and to explain their differential role in persuasion.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Consumers’ persuasion in online food delivery systems

Gunden

Morosan

DeFranco

2020

JHTT

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“…Previous research has given little attention to reference groups' influence on users' purchase intentions from trial purchase and upgrade purchase. The difference between the reference group's influence on users' trial purchase and upgrade purchase intentions was not compared [13,14]. The users in different purchases have different product information, consumer experience, and consumer attitudes, which may have different responses to the reference group [14].…”

Section: Introductionmentioning

confidence: 99%

Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase

2020

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Reference group is an important factor influencing users’ purchase in the network communities. The reference group’s influences involve informative influence and normative influence, and users’ purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have different product information, consumer experience, and purchase attitudes, making different responses to the reference group. Thus, a research model of reference groups’ influences on users’ purchase intentions from the perspective of trial purchase and upgrade purchase is constructed. The model and hypotheses are tested by analyzing 349 valid questionnaires. The results indicate that both informative and normative influences have significant positive effects on users’ trial purchase intentions. Informative influence has a significant positive effect on users’ upgrade intentions, while the normative influence on users’ upgrade purchase intentions is not significant. Both informative influence and normative influence have significant positive effects on trust in the product. Trust in the product has a significant positive effect on trial purchase intentions, but its effect on upgrade purchase intentions is not significant. Purchase involvement positively regulates the relationship between informative influence and trial purchase intentions and negatively regulates the relationship between informative influence and upgrade purchase intentions. The results further enrich the theoretical system of users’ purchase behaviors in a virtual environment. The research can also have important implications for network communities wishing to improve online marketing.

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“…The external factors mainly come from an informative or normative social influence (Wang et al, 2019). The informative social influence works when users of social network sites want to receive novel and up-to-date information from their followers (Chen et al, 2016).…”

Section: External Drivers In Network Closurementioning

confidence: 99%

How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution

et al. 2023

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The fact that most buyer–seller ties in the social commerce community are easy to form but hard to keep has brought the “social bubble” into social commerce. Following the literature streams of network closure and social commerce and based on the longitudinal dataset of an online social commerce community over a year, this article explores the buyer–seller ties evolution in the social commerce community through two stages, that is, ties emergence versus ties persistence. In this study, the authors build a hazard model and estimate with a semiparametric partial likelihood method. Our results show an asymmetric effect of network closure mechanisms across different stages of buyer–seller ties evolution. In the early stage of buyer–seller ties, due to the information asymmetry, buyers usually rely on informative signals that either reflect the “popular others” (i.e., the popularity and content sharing) or the “ideal self” (i.e., the value homophily and status homophily) to form ties with sellers, which makes the community more “transactional.” As very few ties can survive through the periods of 3 months or more, the normative social influence, which relies heavily on the structure of extant relationships among community members, becomes the dominant driver of ties persistence, which makes the community more “social.” This study contributes to the ongoing research of network analysis and social commerce. It provides valuable tactics to sellers who want to develop long-term relationships with buyers in the social commerce community.

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Social influence in first-time and upgrade adoption

Cited by 11 publications

References 78 publications

Consumers’ persuasion in online food delivery systems

Consumers’ persuasion in online food delivery systems

Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase

How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution

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