The Impact of Digital Social legitimization on Website Visits and Web Sales

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-01-06 DOI:10.7903/IJECS.1865

Richard A. Heiens, R. Narayanaswamy

引用次数: 2

Abstract

The present manuscript examines the role of digital social influence, as attained through Facebook, Instagram, Pinterest, Twitter, and YouTube, in attracting customers and achieving sales performance. The theoretical mechanism that serves as the basis for the study is social legitimacy theory. Specifically, the influence exerted by social media, and the resulting social legitimization of the marketer, are expected to drive both website visits and, ultimately, sales for the USA’s largest e-commerce retailers. The findings indicate that that all five manifest social media indicators converge into a single variable with significant loadings. This provides support for the multidimensional nature of the hypothesized digital social l egitimization construct. However, the structural equations analysis indicates that there is not a direct link between digital social l egitimization and Web sales performance. Nevertheless, digital social l egitimization does in fact positively impact website visits. In turn, these visits are associated with higher e-commerce sales.

查看原文本刊更多论文

数字社会合法化对网站访问和网络销售的影响

本手稿考察了通过Facebook、Instagram、Pinterest、Twitter和YouTube获得的数字社会影响力在吸引客户和实现销售业绩方面的作用。作为研究基础的理论机制是社会合法性理论。具体而言，社交媒体施加的影响，以及由此产生的营销人员的社会合法化，预计将推动美国最大电子商务零售商的网站访问，并最终推动销售额。研究结果表明，所有五个明显的社交媒体指标都汇聚成一个具有显著负载的单一变量。这为假设的数字社会区域化结构的多维性质提供了支持。然而，结构方程分析表明，数字社交注册与网络销售业绩之间没有直接联系。尽管如此，数字社交注册实际上确实对网站访问产生了积极影响。反过来，这些访问与更高的电子商务销售额有关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.