How live streaming influences purchase intentions in social commerce: An IT affordance perspective

Understanding social commerce

The expectation-confirmation model (ECM) of IT continuance is a model for investigating continued information technology (IT) usage behavior. This paper reports on a study that attempts to expand the set of post-adoption beliefs in the ECM, in order to extend the application of the ECM beyond an instrumental focus. The expanded ECM, incorporating the post-adoption beliefs of perceived usefulness, perceived enjoyment and perceived ease of use, was empirically validated with data collected from an on-line survey of 811 existing users of mobile Internet services. The data analysis showed that the expanded ECM has good explanatory power (R 2 = 57.6% of continued IT usage intention and R 2 = 67.8% of satisfaction), with all paths supported. Hence, the expanded ECM can provide supplementary information that is relevant for understanding continued IT usage. The significant effects of post-adoption perceived ease of use and perceived enjoyment signify that the nature of the IT can be an important boundary condition in understanding the continued IT usage behavior. At a practical level, the expanded ECM presents IT product/service providers with deeper insights into how to address IT users' satisfaction and continued patronage.

The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance

See now, act now: How to interact with customers to enhance social commerce engagement?

The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.,The study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.,The study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.,This study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.,The study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

The influence of social media marketing activities on customer loyalty: A study of e-commerce industry

This study investigated how presence affected consumer intention to participate in a social commerce site (i.e., the consumer participation intention of social commerce through the presence role), based on the stimulus-organism-response framework. An organism's internal states in the social commerce context were composed of two tiered states: presence and affect/cognition. For the benefit of parsimony, social presence and telepresence were chosen as dimensions of presence, and usefulness and enjoyment were chosen as affect and cognition variables. The analysis results showed that social presence and telepresence played mediating roles between stimuli (interactivity and vividness) and the sequent internal states (usefulness and enjoyment). Both usefulness and enjoyment significantly influenced the response of the organism (i.e., the consumer participation intention of social commerce). Therefore, it was demonstrated that the mediating role of presence was of great significance in the social commerce context.

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

This study investigates the consumer repurchase abandonment mechanism in the online environment. The proposed repurchase abandonment model was built by integrating the distrust formation process into expectation-disconfirmation theory, which was based only on the dissatisfaction formation process. This study identifies that dissatisfaction and distrust are more affected by disconfirmation than pre-expectation. Therefore, it is confirmed that a recency effect is effective in the online repurchase abandonment context. This study also identifies that distrust is a trigger of dissatisfaction, which means that distrust should take precedence over dissatisfaction to prevent consumers’ repurchase abandonment behaviors. Therefore, e-vendors should regard instant trust means such as reputation and trust seals as matters of the highest priority. The proposed model could be a useful foundation for e-vendors to establish a strategy for preventing consumer exit after first purchase.

Jin Baek Kim

Papers

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

Understanding the Repurchase Abandonment Process of Consumers in the Online Environment: Integrating Dissatisfaction and Distrust