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