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An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business

Goraya, M Awais Shakir and Jing, Zhu and Shareef, Mahmud Akhter and Imran, Muhammad and Malik, Aneela and Akram, M Shakaib (2019) 'An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business.' Electronic Markets. ISSN 1019-6781

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Abstract

Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes.

Item Type: Article
Uncontrolled Keywords: Social commerce; Community attributes; Platform attributes; Trust in platform; Trust in community; Social commerce intention; E-WOM intention
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 27 Nov 2019 14:40
Last Modified: 27 Nov 2019 14:40
URI: http://repository.essex.ac.uk/id/eprint/26046

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