El valor percibido en webs de social commerce: Efectos sobre la lealtad del consumidor.

El estudio del comportamiento del consumidor en webs de social commerce está en auge, debido al gran crecimiento del sector en los últimos años. A pesar de ello, su comprensión se encuentra en su infancia, debido a la multitud de factores influyentes. Esta investigación, a través de la metodología del estímulo-organismo-respuesta, estudia qué papel tiene el valor percibido (O) por el consumidor, mediante el análisis de dos de sus principales antecedentes (calidad del sistema y del servicio) (S), así como de sus efectos sobre la lealtad (R). Los resultados obtenidos a partir de la aplicación de la técnica PLS a una muestra de 272 consumidores habituales de estas webs ponen de manifiesto la gran importancia que la calidad de la web tiene en la generación de valor en el consumidor, así como el rol clave de éste sobre las intenciones del consumidor tanto para volver a comprar como para recomendar.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Design of Web-based Online Sales : as an Entrepreneurship Strategy

The purpose of this research is to design an online sales website in the fashion field to increase sales at the Fashionku store. The research method used a waterfall method by observing and designing a web-based system, which uses the help of XAMPP software as well as analytical tools using PHP, HTML, and CSS. The research results show that website design for Fashionku online sales. The existence of online websites for Fashionku stores is expected to increase sales. Product innovation, distribution of advertisements, and website appearance with complete features are things that will attract the attention of customers to buy products

Web-based Online Sales

The purpose of this research is to design an online sales website in the fashion field to increase sales at the Fashionku store. The research method used a waterfall method by observing and designing a web-based system, which uses the help of XAMPP software as well as analytical tools using PHP, HTML, and CSS. The research results show that website design for Fashionku online sales. The existence of online websites for Fashionku stores is expected to increase sales. Product innovation, distribution of advertisements, and website appearance with complete features are things that will attract the attention of customers to buy product

Stages of User Engagement on Social Commerce Platforms : Analysis with the Navigational Clickstream Data

Peer reviewe

Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model

This research explores s-commerce users’ intentions to purchase and to share knowledge by incorporating ‘attitudes toward persuasion attempts,’ ‘ease of use,’ and ‘perceived usefulness’ into a social exchange theory model. A survey using an on-site purposive sampling technique was used to recruit the respondents, and an interception technique was used to approach the consumers. A total of 471 Korean consumers participated in this research. Based on 471 Korean social-commerce users, our results reveal that social exchange belief factors and a site’s usability affect user satisfaction, which subsequently affects users’ intentions to purchase and to share knowledge. In addition, attitudes toward persuasion attempts moderate the effect of satisfaction on users’ purchase intentions. Keywords: social exchange theory, attitudes toward persuasion attempts, intention to share knowledge, social exchange belief

Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites.

While research into customer engagement receives much attention, few studies have examined why consumers engage in social commerce and the resulting consequences for companies. This study explores the influence of social support and community factors on customer engagement and the subsequent effects on customer loyalty toward social commerce websites. We propose a model to investigate the differences between the influence of social support and three community factors (community drivenness, community identification and community trust) on customer engagement, and the impact of customer engagement on four customer loyalty dimensions, one transactional (repurchase intention) and three non-transactional (willingness to co-create, stickiness intention and positive eWOM intention). We conducted a survey and collected data from 437 users of Facebook social commerce websites. The findings show that customer engagement is a key predictor of the four dimensions of customer loyalty toward social commerce websites. In addition, the results indicate that social support and two community factors significantly affect customer engagement. We discuss theoretical and managerial implications.This work was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación (convocatoria 2017), Grupo SEJ-567 (Spain)

Social commerce users'' optimal experience: stimuli, response and culture

Social commerce users' experience is generated during socio-commercial interactions. Therein, users receive utilitarian and hedonic stimuli that form their experience and influence their responses. However, research is needed to understand how this experience is generated. Based on the stimulus-organism-response framework and flow theory, this study analyzes how hedonic stimulus (here called sPassion) and utilitarian stimulus (usability) affect users' flow experience (organism) to positively impact emotional and behavioral loyalty (users' responses). Furthermore, as social commerce users are culturally diverse, the moderating effect of cultural background is studied, drawing on Hofstede's cultural dimensions. Findings show that hedonic stimulus more strongly impacts social commerce users' flow experience versus utilitarian stimulus. Once users reach the state of optimal experience, their positive responses are reflected in their increased intention to spread social word of mouth, to return to the website and to repurchase on it. Additionally, optimal user experience in social commerce is generated mainly through hedonic stimuli and, while social commerce environments can be culturally diverse, cultural background does not imply changes in users' behavioral patterns. This study theoretically advances research on social commerce users' experience. Likewise, the findings guide online retailers in optimizing user experience via hedonic stimuli to enhance loyalty

Design model of technical features for a social commerce website

The shift of electronic commerce to social commerce draws tremendous opportunities for today’s retailers. Social commerce website is one of the prominent social commerce mediums that harnesses the social activities while shopping in online environment by leveraging Web 2.0 and social media. The effectiveness of a social commerce website is determined not only by the products or how well the website is marketed, but also by its rendition of technical features’ in terms of functionality (functional and non-functional). However, this particular area of social commerce is often overlooked especially when it comes to non-functional features. Under this circumstances, this study aims to analyze and propose technical features for social commerce website in terms of functionality. Based on the proposed technical features, a proposed design model is constructed. For evaluation, three different questionnaires were conducted for collecting data involving experienced social commerce users and experts on this area. The aim of the evaluation is to validate the proposed technical features and design model to ensure that they are accordance to the user’s expectation. Based on the results, all the proposed technical features were validated positively, thus, acceptable for this study. As for the design model, a slight change has been made based on the input by the experts for improvement. In having them applied as guideline while designing a social commerce website, hopefully this research will help researchers and practitioners to grasp the key elements in during the decision making

Investigating the Effect of Social Business Characteristics on Trust and Willingness to Partnership

Objective Social business is a sub-category of electronic business that seeks social, innovative and cooperative approaches within online markets and also uses social media to attract social partnership and cooperation of such network users to support online purchasing and services. Trust is considered as an effective factor leading to successful social business. Because of the growing popularity and application of social business and the significant role it plays in online business, it is important to investigate the key factors of customers’ trust and affecting factors on customers’ intention for social business. Therefore, this study aims to respond to such a question through developing a research model to assess some key structures of social business which can have positive effects on trust among the customers. Evaluation of affective factors on such trust can help us obtain a model regarding customers’ intention for social business.   Methodology The present study is practical in nature and is considered as a descriptive-exploratory correlation study. The data were collected through library (secondary) research approaches and internet-based resources were used as the literature and theoretical foundations. The required data for tests and analysis of the hypotheses were collected through questionnaires. The statistical population of the present study includes TIWALL website users and those who are familiar with such a business model. Randomly, 210 questionnaires were correctly responded and collected through social media and structural equation modeling was used to test the hypotheses and analyze the data.       Findings Based on the results of the study, reliability, the quality of the information, safety, connections, social support, and website quality have a positive effect on forming trust and consequently on willingness to cooperate in social business; while size, economic possibility, and verbal advertisement references have no positive effect on forming trust and willingness to cooperate in social business. Finally, trust has a positive effect on willingness to cooperate in social business.   Conclusion Reliability results in trust and such trust can increase the willingness to participate in social business and ensures the success of a social business. For the users of TIWALL website, the size of social business is not of high importance, so it has no effect on trust for the social business website. The quality of the information available on the website attracts and keeps the audience, draw their trust and creats willingness to purchase and cooperate within such business. Ensuring the users about the safety of the transaction and confidentiality of the information on websites creates trust among users and encourages them toward a risk-free and beneficial partnership. Connections can lead to trust because users will be informed that some of their friends or the people they know are involved in this business, too. Therefore, they are willing to share their ideas and suggestions and take part in social business. Because the prices are reasonable on TIWALL website, this factor cannot play a significant role in creating the emotional and internal issue of trust. TIWALL website is a sales representative providing cultural products suah as theater tickets which concerns only a specific population. Such people consider themselves as stylists, so they are hardly influenced by other people and their ideas. Social support is one of the major aspects in formation of social business and directly affects on trust and encourages people to cooperate in such a business. The quality of the website, whether technically or aesthetically-driven, is of high importance. Website quality including the quality of system and services is the key in formation of a social business. Lack of trust in making decision for online shopping makes the purchasing procedure a challenge because of the risk the customer is about to take buying things which are not touchable and observable. Therefore, online shopping requires a minimum level of trust