The Mediating Role of Presence on Consumer Intention to Participate in a Social Commerce Site

Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review

“…One of the strengths of UGT and its classification of benefits lies in the flexibility of study of various behavioral patterns across different media usage contexts [54]. Recentlt, UGT has received attention in s-commerce and social shopping research in investigating what motivates customers to engage in s-commerce platforms/fan pages; and also how to satisfy customers' needs as mentioned in the studies by [46], [47], [72], [97]. In [41], the authors have examined three categories of gratifications that customers are seeking for when they are engagaing in brand fan pages.…”

“…As a number of studies have highlighted, social interaction is an important value that derives from the adoption and usage of new media [16], [34] S-commerce platforms, such as brand fan pages, provide opportunities for social interaction that can derive value [20], [70]. We noticed that a number of studies examined the impact of social interaction value on, namely: CE and the usage intensity in several contexts, such as Facebook and brand fan pages [20], [41], [47], online games [16], s-commerce [49], and mobile user engagement [49]. All of these studies focused on either interaction with other customers or interaction between customers and the brand or company.…”

On the Factors Influencing Consumers’ Adoption of Social Commerce – A Review of the Empirical Literature

“…section 2), the factor usefulness is examined in 13 studies. 12 studies (e.g., Featherman and Hajli, 2015;Hajli, 2012;Kim, 2015;Noh et al, 2013;Shen, 2012a) define the variable as usefulness or perceived usefulness and 1 study (Gatautis and Medziausiene, 2014) uses the conceptually similar variable performance expectancy, which is part of the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al, 2003). In these studies, usefulness has been confirmed to influence the use (7/8), purchase (3/3), and information disclosure (1/1) intention/behavior.…”

“…According to these findings, it seems not clear if social presence has a significant impact on the consumers' adoption of social commerce (1/3 of the effects are significant positive). However, findings in the literature indicate that social presence can influence the consumers' intentions/behaviors on social commerce websites through other factors, such as trust, enjoyment, or perceived usefulness (Hwang et al, 2014;Kim, 2015;Shen, 2012a;Zhang et al, 2014). Similar to risk, the factor uncertainty negatively affects the outcome variables.…”

“…For instance, our results suggest that social presence might not play an important role in the consumers' adoption of social commerce because 2 of 3 studies reported a non-significant effect. However, when looking at the effects reported in the social commerce literature, evidence is given that social presence can influence the consumers' intentions/behaviors through various other factors, such as trust, enjoyment, or perceived usefulness (Hwang et al, 2014;Kim, 2015;Shen, 2012a;Zhang et al, 2014). To derive a complete picture of the consumers' adoption of social commerce, it is thus necessary to also investigate the causal relationships between the factors and between the outcome variables.…”