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Abstract
Social commerce (s-commerce), a new form of commerce that involves using social media, has been rapidly developing. While the adoption of social technology is well studied, new theoretical development is needed to explain the specific characteristics of s-commerce and their interactions with the user. This study analyses consumer behaviours in s-commerce, focusing on the role of social influence in s-commerce. A model is created to validate the relationship between the subjective norm and trust, social support, attitude, and intention. The results of the model show that the subjective norm is a key behavioural antecedent to use s-commerce. In the extended model, the moderating and mediating effects of the subjective norm on relationships among variables were found to be significant. The new set of variables adapted from previous research can be s-commerce-specific, acting as factors that enhance attitudes and behavioural intentions in s-commerce. The implications of the findings are discussed in terms of building a theory of social interaction and providing practical insights into developing user-centered s-commerce as a platform.
Acknowledgements
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2010-B00171; Social Science Korea-NRF-2011-330-B00225). This research was supported by MKE, Korea under ITRC NIPA-2012-(H0301-12-3001). This study was supported by WCU (World Class University) program through the National Research Foundation of Korea funded by the Ministry of Education, Science and Technology (Grant No. R31-2008-000-10062-0).
Notes
T-commerce in the text specifically refers to the early type of commerce using interactive TV (not TV shopping that has been widely used nowadays).