Determinants of User Engagement in Social Commerce

Determinants of User Engagement in Social Commerce

Youngkeun Choi (Sangmyung University, Seoul, South Korea)
DOI: 10.4018/IJCRMM.2019100104

Abstract

The focus of this study is how social commerce engages users and encourages them to purchase. By proposing the concepts of user engagement as different ways to provide deep and meaningful experience, this study develops a model that explores the antecedents of user engagement and its role in explaining a user to purchase in social commerce. For this, this study surveys 352 users using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, social capital including bridging social capital and bonding social capital and interpersonal influences including normative influence and informational influence increases user engagement. Second, user engagement increases their purchase intention. Finally, bridging social capital and informational influence among the antecedents of user engagement increases users' purchase intention through their user engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by user engagement.
Article Preview
Top

1. Introduction

Recent developments in web technologies and the emergence of social media concepts and tools have resulted in new developments that impact e-commerce. This development is possible and encouraging. Consumers must be actively involved in buying and selling products and services in online markets and communities (Huang & Benyoucef, 2015). This new phenomenon is also known as social commerce (Hajli, 2014), where e-commerce uses social media tools and Web 2.0 technologies. Social commerce has a significant impact on the social interaction between business processes and consumers (Spaulding, 2010). In fact, in this environment, consumers may be exposed to more social and collaborative online shopping experiences to gather aggregated information to better understand their purchases and to support more accurate shopping decisions (Dennison et al., 2009). Online merchants can help them to better serve their customers by identifying consumer behavior, preferences and expectations (Constantinides et al., 2008). Unlike traditional e-commerce, which focuses on improving the efficiency of online shopping, social commerce offers a rich social, interactive and collaborative online shopping experience (Yang et al., 2015). In this way, new business opportunities are created through electronic commerce (Yang et al., 2015), consumer involvement is expanded (Guo & Barnes, 2011, Sadovykh et al., 2015), support products and brand development (Huang et al., 2012).

Social media, Web 2.0 (Hajli, 2014) and consumer impacts related to the context of e-commerce such as consumer attitudes (Hassanein & Head, 2007) and satisfaction (Bai et al., 2004) emphasizes the importance of designing quality social commerce websites (Hernández et al., 2009). In fact, website design has a significant impact on consumer interaction with social commerce (Cebi, 2013). Consumer intentions are particularly influenced by the quality of the social commerce website design (Curty & Zhang, 2013).

The quality of the social commerce website design that creates a memorable and lasting consumption experience has been emphasized (Pine & Gilmore, 1998). In recent years, social commerce combined with information technology (IT) has been enhanced. Today's new and advanced IT generally provides a more immersive experience that promotes the consumer experience and increases the demand for goods and services (Pine & Gilmore, 1998). In this situation, social commerce companies around the world actively developed and provided a variety of information services (IS) that provide consumers with information and pleasure and ultimately enhance their own experience.

The researchers emphasize that IS should not rely solely on enjoyable user experiences based on deep involvement. Rather, individuals must create a way to find meaningful relationships between their own interests and system use (Nuttavuthist, 2014). Thus, meaningful participation in the interaction of users and IS has been suggested as an important factor in determining the continued use of the system (Chen et al., 2015). Nonetheless, a systematic and rigorous approach to developing research structures that reflect meaningful participation is lacking in the IS literature, despite increased academic and practical interest in meaningful participation. Since 2005, the term “participation” has been increasingly used in a wide range of academic marketing literature. However, despite this increase in use, it is limited to investigate the differences between similar terms and terms, such as academic inquiry or “participation” and “participation” in the definition of terms. The Marketing Research Institute's 2010-2012 Research Priorities (MSI - Marketing Research Institute, 2010) emphasizes the need for further research to address consumer / customer engagement concepts. In a more important prioritization area of “Understanding Customer Experience and Behavior,” MSI recognizes “customer engagement” as a key area of research that contributes to improving academic insight into consumer behavior in complex, interactive, or co-creative environments. In addition, the 2010 Journal of Service Research Special Issues includes a number of articles covering “Customer Involvement” and responds directly to this MSI Research Priority.

Complete Article List

Search this Journal:
Reset
Open Access Articles
Volume 11: 4 Issues (2020): 1 Released, 3 Forthcoming
Volume 10: 4 Issues (2019)
Volume 9: 4 Issues (2018)
Volume 8: 4 Issues (2017)
Volume 7: 4 Issues (2016)
Volume 6: 4 Issues (2015)
Volume 5: 4 Issues (2014)
Volume 4: 4 Issues (2013)
Volume 3: 4 Issues (2012)
Volume 2: 4 Issues (2011)
Volume 1: 4 Issues (2010)
View Complete Journal Contents Listing