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Consumer intentions to engage in s-commerce: a cross-national study

Citation

Bianchi, C and Andrews, L and Wiese, M and Fazal-E-Hasan, S, Consumer intentions to engage in s-commerce: a cross-national study, Journal of Marketing Management, 33, (5-6) pp. 464-494. ISSN 0267-257X (2017) [Refereed Article]


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DOI: doi:10.1080/0267257X.2017.1319406

Abstract

Social media has reached global proportions; yet, little is known about how consumers engage with firms in ways that lead to social commerce (s-commerce) – an emerging area of importance in the literature. This study addresses this gap and extends previous research by examining factors that influence consumers’ intentions to engage in s-commerce in four countries: Chile, Spain, South Africa and Australia. Specifically, this study develops and tests a model of consumers’ intentions to engage in s-commerce through brands’ Facebook pages incorporating personal variables (involvement in brands’ products and services, satisfaction with brands’ Facebook page), trust variables (message credibility of Facebook posts, trust in firms’ Facebook) and social variables (peer communication, social media dependency, online social interaction propensity) on predicting intentions to purchase products and services through brands’ Facebook pages if s-commerce was available to them. The findings show that the main drivers of s-commerce engagement are message credibility, trust in the brands’ Facebook, involvement, peer communication and online social interaction propensity, as influencers of consumer satisfaction with brands’ Facebook and social media dependency, which in turn drive intentions to engage in s-commerce. Contributing to theory and practice, these relationships are discussed for the four countries involved in the study.

Item Details

Item Type:Refereed Article
Keywords:social commerce, social media, s-commerce, Facebook, consumer behaviour
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Communications
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Fazal-E-Hasan, S (Dr Syed Fazal-E-Hasan)
ID Code:122619
Year Published:2017
Deposited By:Tasmanian School of Business and Economics
Deposited On:2017-11-21
Last Modified:2017-11-23
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