Do Personality Traits and Shopping Motivations Affect Social Commerce Adoption Intentions? Evidence from an Emerging Market

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-09-30 DOI:10.1080/15332861.2019.1668659

G. Aydin

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引用次数: 33

Abstract

Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.

查看原文本刊更多论文

个性特征和购物动机会影响社交商务的采用意图吗?来自新兴市场的证据

自Web 2.0时代开始，社交商务就成为一个热门话题;然而，新兴经济体的相关研究却很少。本研究旨在填补这一研究空白，回答“什么样的相关人格特质和购物动机会影响社交商务采用意愿”这一主要研究问题。该研究模型是基于被认为与在线购物和社交媒体使用相关的人格特征(对经验的开放性、对独特性的需求和购买冲动)开发的。对社交媒体用户进行了在线问卷调查。通过结构方程模型对269份有效问卷进行分析，以检验所提出的关系，其中大多数是非线性的。研究结果强调了除了功利主义和享乐主义购物动机外，社交动机对社交商务采用意愿的重要性。对经验的开放性是一个重要的特征，它对社交商务的采用意图有间接影响。在社交商务环境中，年龄和教育成为影响购物动机的重要人口统计学因素。

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.