TY - JOUR
T1 - Influence of Customer Identification on Online Usage and Purchasing Behaviors in Social Commerce
AU - Wang, Tien
AU - Yeh, Ralph Keng Jung
AU - Yen, David C.
N1 - Funding Information:
This work was supported by a grant from the Ministry of Science and Technology, Taiwan ROC (NSC100-2410-H-194-009-).
PY - 2015/11/2
Y1 - 2015/11/2
N2 - The emergence and increasing popularity of social networking sites (SNSs) have dramatically changed how people interact with one another and have paved the way for social commerce. Extant literature that examines Internet consumer behavior relies largely on cognitive-based models and thus examines the phenomenon only partially. This study offers an affective perspective to examine usage and purchasing behaviors and their relationships in a social commerce context. Extending customer identification literature, the study proposes that SNS members develop identification with the SNS. This identification further influences their usage and purchasing behaviors through customer loyalty and intention, respectively. The empirical test confirms that customer identification is an effective predictor to both behaviors and usage behavior affects purchasing behavior. Hence, it provides supportive evidence to the validity of affective perspective model and the popular “free and fee” business model in both electronic and social commerce. Theoretical and managerial implications, limitations, and future studies are also discussed.
AB - The emergence and increasing popularity of social networking sites (SNSs) have dramatically changed how people interact with one another and have paved the way for social commerce. Extant literature that examines Internet consumer behavior relies largely on cognitive-based models and thus examines the phenomenon only partially. This study offers an affective perspective to examine usage and purchasing behaviors and their relationships in a social commerce context. Extending customer identification literature, the study proposes that SNS members develop identification with the SNS. This identification further influences their usage and purchasing behaviors through customer loyalty and intention, respectively. The empirical test confirms that customer identification is an effective predictor to both behaviors and usage behavior affects purchasing behavior. Hence, it provides supportive evidence to the validity of affective perspective model and the popular “free and fee” business model in both electronic and social commerce. Theoretical and managerial implications, limitations, and future studies are also discussed.
UR - http://www.scopus.com/inward/record.url?scp=84947207704&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84947207704&partnerID=8YFLogxK
U2 - 10.1080/10447318.2015.1067481
DO - 10.1080/10447318.2015.1067481
M3 - Article
AN - SCOPUS:84947207704
VL - 31
SP - 805
EP - 814
JO - International Journal of Human-Computer Interaction
JF - International Journal of Human-Computer Interaction
SN - 1044-7318
IS - 11
ER -