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How Social Anxiety and Social Factors Influence and Moderate Social Commerce

By Chih-Lun Wu and Chih-Chung Tai

Abstract

Following the fast growth of social networking sites (SNS) such as Facebook, Twitter and LinkedIn in the cyber world recently, social commerce has become an important emerging issue on the Internet. Researchers have studied not only online factors but also offline factors, according to the offline-to-online consumer-behavior model. Hence, this study applied approaches to social anxiety, online social interaction and online social support to comprehend the influences of social commerce intentions. After the research survey collected data from SNS (Facebook) users for one month, the researcher analyzed the data and made several findings. First, social anxiety positively moderates the relationship between online social support and social commerce intention. Second, online social interaction directly and indirectly affects social commerce intention through online social support. Theoretical contributions and managerial implications are also discussed, providing several future research directions and suggestions for scholars and SNS operators, respectively

Topics: Social anxiety, online social support, online social interaction, social commerce, E-Commerce, Management Information Systems
Publisher: AIS Electronic Library (AISeL)
Year: 2018
OAI identifier: oai:aisel.aisnet.org:iceb2018-1034
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