Understanding the Role of Affordances in Promoting Social Commerce Engagement

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2021-07-03 DOI:10.1080/10864415.2021.1943170

Xiayu Chen, Zhaoyang Liu, Shaobo Wei, Yezheng Liu

引用次数: 13

Abstract

ABSTRACT This study investigates how different types of affordances (i.e., utilitarian, hedonic, and connective) affect users’ platform and social identity and ultimately boost their social commerce engagement. To test our proposed model, we collected longitudinal data from 228 users of the Little Red Book, China’s leading social commerce platform. Results indicate that users’ perception of different affordances with the social commerce platform can influence their identity with the platform and certain social groups differently, which subsequently affect their social commerce engagement behavior. Our study contributes to the identity and the social commerce literature by exploring the roles of both platform and social identity in shaping users’ engagement behavior in the social commerce context.

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理解绿化在促进社会商业参与中的作用

摘要本研究调查了不同类型的可供性（即功利性、享乐性和连接性）如何影响用户的平台和社交身份，并最终提高他们的社交商业参与度。为了测试我们提出的模型，我们收集了228名中国领先的社交商务平台小红书用户的纵向数据。结果表明，用户对社交商务平台不同可供性的感知会不同地影响他们对平台和某些社交群体的认同，进而影响他们的社交商务参与行为。我们的研究通过探索平台和社交身份在社交商业背景下塑造用户参与行为中的作用，为身份和社交商业文献做出了贡献。

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

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.