Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China

IF 3.4 Q2 MANAGEMENT

International Journal of Quality and Service Sciences Pub Date : 2021-11-01 DOI:10.1108/ijqss-01-2021-0016

Muhammad Bilal, U. Akram, Hassan Rasool, Xiaoyang Yang, Yasir Tanveer

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引用次数: 9

Abstract

Purpose In the recent decade, social media popularity and growth have boosted the development of social commerce (SC). This study aims to explore the significant impact of guanxi (关系) elements (ganqing 感情, renqing 人情 and xinren 信任) on online purchase intentions. Furthermore, this study investigated the moderating role of social support between electronic word-of-mouth (eWOM) and online purchase intentions. Design/methodology/approach An online survey was conducted on 309 consumers who had online purchasing experience through WeChat, a famous social media application in China. Structural equational modeling was used to test all hypotheses. Findings The results indicate that guanxi elements are positively related to eWOM, affective attitude and online purchase intentions in SC. Additionally, social support has a significant moderating role between eWOM intention and online purchase intention. Practical implications Considering the effects of guanxi elements on eWOM affective attitude and online purchase intention in Chinese SC, online retailers are advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online retailers can use the findings from this study to understand the consequences when online purchase intention is strongly influenced by guanxi elements. Originality/value This research extends the current literature by applying the notion of guanxi components to the sense of SC and relating the notion of guanxi components and consumer decisions. The results show an understanding of the reality by which guanxi elements may affect the intention of eWOM sharing and boost online purchase intention.

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社交商业不是蛋糕上的樱桃，而是新蛋糕！消费者的态度和口碑如何影响中国的网上购买意愿

近十年来，社交媒体的普及和增长推动了社交商务的发展。本研究旨在探讨“关系”要素(“情”、“情”、“心”)对网络购买意愿的显著影响。此外，本研究还探讨了社会支持在电子口碑与网络购买意愿之间的调节作用。设计/方法/方法对309名在中国著名社交媒体应用b微信上有过网购经历的消费者进行了在线调查。采用结构方程模型对所有假设进行检验。结果表明:关系因素与网络口碑、情感态度和网络购买意愿呈正相关，社会支持在网络口碑和网络购买意愿之间具有显著的调节作用。考虑到关系因素对中国网购者情感态度和网上购买意愿的影响，建议网络零售商仔细制定营销策略，以保留和吸引新消费者。此外，在线零售商可以利用本研究的结果来理解当关系因素强烈影响在线购买意愿时的后果。原创性/价值本研究在现有文献的基础上，将“关系成分”的概念应用于供应链的意义，并将“关系成分”的概念与消费者决策联系起来。研究结果揭示了关系因素影响网络口碑分享意愿、促进网络购买意愿的现实机制。

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 Quality and Service Sciences MANAGEMENT-

CiteScore

6.00

自引率

7.70%

发文量

期刊介绍： The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.