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http://dx.doi.org/10.5392/IJoC.2018.14.4.076

Understanding Social-Commerce Shopping Behavior: A Study in the Chinese Context  

Kim, Sojung (Department of Journalism and Mass Communication, Kyungpook National University)
Li, Zongya (School of Journalism and Communication, Chinese University of Hong Kong)
Publication Information
International Journal of Contents / v.14, no.4, 2018 , pp. 76-85 More about this Journal
Abstract
While numerous researchers have identified factors that explain social commerce-shopping behaviors, they have left one type rather understudied-trait-based antecedents. The ways consumer behavior is affected by their personal trait-this study therefore proposed and tested hedonic shopping tendencies. Findings indicate that hedonic shopping tendencies are a robust predictor of social support, consumer engagement, and impulse buying. Also, social support and consumer engagement affect social commerce intention and consequently social commerce frequency. Analysis of the results demonstrated a positive relationship between social support and consumer engagement, and the positive relationship between impulse buying and social commerce frequency.
Keywords
Social Commerce; Hedonic Shopping; Social Support; Consumer Engagement; Impulsive Buying;
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