Beyond Browsing: Motivations for Experiential Browsing and Goal-Directed Shopping Intentions on Social Commerce Websites

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2020-04-02 DOI:10.1080/15332861.2020.1747219

Hsiu-Chia Ko

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引用次数: 14

Abstract

Abstract This study investigated motivations and potential influence paths driving experiential browsing and goal-directed shopping intentions coexisting on social commerce (s-commerce) websites based on the model of goal-directed behavior (MGB). Surveys and research model tests were conducted using SmartPLS. Results revealed that users have more substantial social and hedonic motivations and social desire than utilitarian motivation for using s-commerce websites, which can lead to a higher experiential browsing intention. However, goal-directed shopping intentions of users can only be boosted using utilitarian motivation through the mediation of attitude toward s-commerce or commercial desire. Moreover, the results revealed the critical role of user attitude toward s-commerce compared with that of user desires in both experiential browsing and goal-directed shopping intentions. This study is the first in which the MGB was extended to explore the influence paths driving experiential browsing and goal-directed shopping intentions in the s-commerce context by simultaneously considering the mediating roles of desire and attitude. The empirical results of this study can be utilized by companies and s-commerce websites to develop effective strategies for strengthening user motivation to use s-commerce websites, which can enhance their shopping and browsing intentions.

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超越浏览：社交商务网站上体验式浏览的动机和目标导向的购物意图

摘要本研究基于目标导向行为模型（MGB），研究了社交商务网站上共存的体验式浏览和目标导向购物意向的驱动动机和潜在影响路径。使用SmartPLS进行调查和研究模型测试。结果表明，用户使用s商务网站的社会动机、享乐动机和社交欲望比功利动机更为强烈，这会导致更高的体验浏览意愿。然而，只有通过对电子商务的态度或商业欲望的中介，才能利用功利动机来增强用户的目标导向购物意图。此外，研究结果揭示了与用户欲望相比，用户对电子商务的态度在体验式浏览和目标导向的购物意向中的关键作用。本研究首次扩展MGB，通过同时考虑欲望和态度的中介作用，探索s商务背景下驱动体验式浏览和目标导向购物意图的影响路径。本研究的实证结果可供企业和电子商务网站制定有效的策略，增强用户使用电子商务网站的动机，从而增强他们的购物和浏览意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.