Dong, Xueyan

Wang, Tienan

Zhao, Peiyu

English

AIS Electronic Library (AISeL)

Association for Information Systems AIS Electronic Library (AISeL) WHICEB 2023 Proceedings Wuhan International Conference on e-Business Summer 5-28-2023 The Impact of Social Network-Based Recommendation on Social Commerce Participation Intention Peiyu Zhao Northwestern Polytechnical University, Xi’an 710072, China Xueyan Dong Northwestern Polytechnical University, Xi’an 710072, China, xueyandong@nwpu.edu.cn Tienan Wang Harbin Institute of Technology. Harbin 150001, China Follow this and additional works at: https://aisel.aisnet.org/whiceb2023 Recommended Citation Zhao, Peiyu; Dong, Xueyan; and Wang, Tienan, "The Impact of Social Network-Based Recommendation on Social Commerce Participation Intention" (2023). WHICEB 2023 Proceedings . 67. https://aisel.aisnet.org/whiceb2023/67 This material is brought to you by the Wuhan International Conference on e-Business at AIS Electronic Library (AISeL). It has been accepted for inclusion in WHICEB 2023 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. The Impact of Social Network-Based Recommendation on SocialCommerce Participation IntentionPeiyu Zhao1, Xueyan Dong1, Tienan Wang21 Northwestern Polytechnical University, Xi’an 710072, China2Harbin Institute of Technology. Harbin 150001, Chinaxueyandong@nwpu.edu.cn(Xueyan Dong,corresponding author)1. INTRODUCTIONAND RESEARCH QUESTIONSSocial commerce is an e-commerce model with social media as the vehicle, which has both social and e-commerceattributes[1]. Due to the virtual nature of social commerce, consumers can’t have direct access to sellers and products.Consumers’ decisions may be affected by uncertain factors, such as mismatch of products and description, informationoverload and cognitive pressure[2]. Thus, recommendation matters. Previous studies have confirmed that recommendationscan offer valuable information that mostly fits users’ need in order to decrease information overload[3]. In social commerce,users’ social network has been embedded in[4], which allows consumers to obtain information and advice about products andservices from other users and share their own shopping experiences and recommend within their social network. Althoughmany studies have explored how recommendations influence consumers’ purchasing intention on the view ofrecommendation information quality, research on the impact of social network-based recommendations on users’ socialcommerce participating intention from a perspective of relationship is very limited.Therefore, our research questions are proposed as follows: (1) What motivates consumers’ intention to re-share therecommendation information they received, and what is the underlying mechanism involved? (2) How social network-basedrecommendation affects consumers’ social commerce participating intention? What is the mechanism involved?2. THEORYAND RESEARCH FRAMEWORKBased on social support theory and S-O-R framework, this paper develops a model to explore how informationalsupport and emotional support mediate the impact of social-network recommendation on consumers' participating intentionin social commerce context (Figure 1).Figure 1. Research modelIn this paper, we use questionnaire survey method to collect sample data. We collected 393 valid questionnaires wereobtained. And we test our hypotheses by SPSS and AMOS.3. RESULTSAND MAJOR FINDINGSThis study observed some valuable and interesting findings: (1) At the information level, recommendation informationquality and recommendation source dynamism have positive effects on informational support and emotional support.Recommendation source trustworthiness has a positive effect on emotional support, but has no significant effect oninformational support. (2) Tie strength has no significant effect on informational support, but has a significant positive effecton emotional support. Perceived similarity has a significant positive effect on information support, but has no significanteffect on emotional support. (3) Both informational and emotional support have significant positive effects on users' socialcommerce participating intention. (4) Informational support and emotional support significantly mediate the effect of tiestrength, perceived similarity, recommendation information quality, recommendation source trustworthiness andrecommendation source dynamism on social commerce participating intention, respectively.Note(s): ns stands for not significant; ***p＜0.001，**p＜0.01，*p＜0.05Figure 2. Results of research model4. CONTRIBUTIONSFor research, first, this research integrated social support theory with S-O-R framework and apply the model to thecontext of social network-based recommendation, which broadens the research scope of social support theory. Social support,as organism, significantly mediate the effects of constructs of information and relationship level on users’ social commerceparticipating intention. Second, this study takes the social attribute in the context of social commerce as the starting pointand explore how factors of information and relationship level influence users’ intention to participate in social commercefrom the perspective of social network. Third, this paper fully takes users’ different types of relationship on social commerceplatforms into consideration, and investigates the impact of tie strength and perceived similarity on users' perceived socialsupport. In practice, this study can offer suggestions to social e-commerce platform enterprises to stimulate users'participating intention and provide new ideas for social commerce users to evaluate the information and re-share it.ACKNOWLEDGEMENTThis research was supported by the National Natural Science Foundation of China under Grant XXXX.REFERENCES1. Wang C , Zhang P . The Evolution of Social Commerce: The People, Management, Technology, and InformationDimensions[J]. Communications of the Association for Information Systems, 2012, 31(1): 105-127.2. Hu H F , Krishen A S . When is enough, enough? Investigating product reviews and information overload from aconsumer empowerment perspective[J]. Journal of Business Research, 2019, 100:27-37.3. Kim M S , Kim S C . Factors influencing willingness to provide personal information for personalizedrecommendations[J]. Computers in Human Behavior, 2018, 88: 143-152.4. Dong X Y , Wang T N .Technical feature, social tie structure and social commerce purchase behavior[J]. Journal ofManagement Sciences in China, 2020, 23(10): 94-115.

The Impact of Social Network-Based Recommendation on Social Commerce Participation Intention

https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1005&context=whiceb2023

The Impact of Social Network-Based Recommendation on Social Commerce Participation Intention

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