An Empirical Study of Social Commerce Intention: An Example of China

Abstract

The rise of social networks is rapidly spreading in China. Using social platforms, individuals are no longer just receivers of Internet information, as consumers generate and share contents with others. Social interaction and spontaneous promotion activities are carried out among consumers, but with the growth of traditional e-commerce slowing down, social commerce derived from social networks is gradually taking shape. Based on Hajli’s theoretical model, this study uses the social support theory and social commerce construct to study consumers’ social commerce behavior from a total of 1277 valid sample questionnaires that were distributed in a social platform environment in China. Through the empirical research evaluation using PLS-SEM, the statistical analysis results prove that social commerce constructs do promote social interaction of consumers. Such constructs have a positive effect on social support and social commerce intentions. In this regard, social support is embodied in information support and emotional support, and has a positive effect on social commerce intention. This study also conducts cross-cultural empirical comparisons. In comparison with Hajli’s research, this study has the same results in evaluation of Chinese samples. Among the users who exhibit social commerce intentions, social commerce construction is more important than social support.

Keywords

• social commerce
• e-commerce
• social commerce intention