The Study of Antecedents of Consumer Engagement and Purchase Intention in Social Commerce

The Study of Antecedents of Consumer Engagement and Purchase Intention in Social Commerce

Youngkeun Choi (Sangmyung University, Seoul, South Korea)
Copyright: © 2019 |Pages: 13
DOI: 10.4018/IJCBPL.2019040104
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The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of consumer engagement as different ways to provide a deep and meaningful experience, this study develops a model that explores the antecedents of consumer engagement and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, interactivity, sociability, social ties, and social identity among all of the sub-factors of consumer engagement increases consumer engagement. Second, consumer engagement increases their purchase intention. Finally, interactivity and social identity among the antecedents of consumer engagement increase consumers' purchase intention through their consumer engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by consumer engagement.
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1. Introduction

Recent developments in web technologies and the advent 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 social interaction between business processes and consumers (Spaulding, 2010). In fact, in this environment, consumers can be exposed to more social and collaborative online shopping experiences to gather aggregated information to better understand purchasing and 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, e-commerce can be used to create new business opportunities (Yang et al., 2015), increase consumer participation (Guo & Barnes, 2011; Sadovykh et al., 2015), support product, and brand development (Huang et al., 2012).

Research on social media and Web 2.0 related to the context of e-commerce (Hajli, 2014) and to their impacts on consumers (Kim & Park, 2013) including their attitudes (Hassanein & Head, 2007), levels of satisfaction (Bai et al., 2008), and shopping behaviors (Seckler et al., 2015) emphasize 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 purchase intentions, in particular, are heavily 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). Recently, social commerce combined with information technology (IT) has strengthened its function. Today's new and cutting-edge IT typically provides a much more immersive experience that encourages consumer experience and increases 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 enjoyment and ultimately enhance their own experience.

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