Social learning approach in designing persuasive e-commerce recommender system model

Intention to purchase in existing online business practice is learned through observation of information display by online seller. The emergent growth of persuasive technologies currently holds a great potential in driving a positive influence towards consumer purchase behavior. But to date, there is still limited research on implementing persuasion concept into the recommender system context. Drawing upon the principle design of persuasive system, the main purpose of this study is to explore social learning advantages in creating persuasive features for E-Commerce recommender system. Based on Social Cognitive Theory, the influence of personal and environmental factors will be examined in measuring consumer purchase intention. In addition, dimensions of social learning environment are represented by observational learning theory and cognitive learning theory. From those reviews, this study assumed that social learning environment can be created based on attentiveness, retentiveness, motivational, knowledge awareness and interest evaluation cues of consumer learning factors. Furthermore, the persuasive environment of recommender system is assumed to have positive influence towards individual characteristics such as self-efficacy behavior, perceived task complexity and confused by over choice. Findings from those reviews have contributed to the development of a research model in visualizing social learning environment that can be used to develop a persuasive recommender system in E-Commerce and hence measures the impact towards consumer purchase intention

Customer engagement in social commerce: A theoretical review

Social commerce (s-commerce) has changed both businesses and customers. The role of customer has dramatically changed with the rapid growth of s-commerce. Customer engagement behavior in the s- commerce context has become a key competitive advantage for companies that aim to build a customer- centric business and utilize the power of social media. Numerous studies have conducted to understand the customer behavior to engage in s-commerce, but little effort have been made to incorporate the previous studies to provide theoretical foundation of customer engagement in s-commerce context. The aim of this study is to identify the well utilized theories and factors that influence customer engagement behavior in s- commerce. The study used a systematic Literature Review (SLR) as a method to identify and analyze the theories and factors related to customer engagement. The results shows that the theories which constitute the foundation of customer engagement studies can be classified into: social related theories, technological related theories, behavioral theories and motivational theories, and most of the well utilized factors are tapped under theses classifications. This study provides a comprehensive view of the theoretical foundation of customer engagement studies in s-commerce, and provide theoretical basis for IS research towards the development of empirical research on customer engagement and s-commerce

A Meta-analysis of Social Commerce Adoption Research

Social commerce is a subset of e-commerce that utilises social media to facilitate interaction between sellers and consumers. Over the last number of years, the subject of social commerce has attracted significant attention from many researchers as they attempt to understand the factors affecting its adoption by consumers. A review of results from existing studies suggests inconsistent results for many relationships. Hence, this research has conducted a meta-analysis of 65 studies and synthesized the findings from existing studies in order to estimate the cumulative correlation coefficient (β) and significance (p). The investigation found that behavioural intention, trust, perceived usefulness, and social support are frequently examined dependent variables, that are strongly influenced by a number of independent variables. The findings in this study suggests that perceived usefulness, hedonic value, social commerce constructs, subjective norms, informational and emotional support are important for encouraging social commerce adoption. This research highlights various antecedents that have been theoretically examined in different social commerce studies that explore the effect size through meta-analysis