• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2017 > Volume 5 Number 6 ( June 2017) >
JOEBM 2017 Vol.5(6): 227-230 ISSN: 2301-3567
DOI: 10.18178/joebm.2017.5.6.517

The Antecedents of Purchase Intention on Social Commerce Websites

Hsiu-Hua Cheng

Abstract— Social network sites have been increasingly popular in recent years and a new business mode, social commerce, has been created in the social network site environment. Online interpersonal relationship such as friend or fellow relationship is a key element to develop social commerce. In the social commerce environment, customers often adopt information which is shared by their fellows to make purchase decision. For online sellers, Internet marketing firms and managers of social commerce websites, understanding the issue of customer purchase decision is important. Although many studies have discussed this issue, the characteristics of interpersonal interaction on social commerce website are less considered. Thus, this study considers the influence of interpersonal interaction on purchase decision and focuses on the antecedents of purchase intention on social commerce websites based on the perspective of observational learning, electronic word of mouth, and social network. The study proposes a model incorporating the volume of fellow positive electronic word of mouth, fellow purchase behavior, and a moderator of degree centrality to explain factors that influence purchase intention on social commerce websites. Understanding this issue will contribute to research issues of social commerce, electronic word of mouth and purchase decision, and will help online sellers, Internet marketing firms, and managers of social commerce websites to obtain advantages in the face of environmental stresses.

Index Terms— Social commerce, electronic word of mouth behavior, purchase intention, social network.

Hsiu-Hua Cheng is with the Department of Information Management, Chaoyang University of Technology, Taichung, Taiwan (e-mail: hhcheng@cyut.edu.tw).

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Cite: Hsiu-Hua Cheng, " The Antecedents of Purchase Intention on Social Commerce Websites," Journal of Economics, Business and Management vol. 5, no. 6, pp. 227-230, 2017.

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