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Understanding Social-Commerce Shopping Behavior: A Study in the Chinese Context

  • Kim, Sojung (Department of Journalism and Mass Communication, Kyungpook National University) ;
  • Li, Zongya (School of Journalism and Communication, Chinese University of Hong Kong)
  • Received : 2018.05.17
  • Accepted : 2018.12.24
  • Published : 2018.12.28
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Abstract

While numerous researchers have identified factors that explain social commerce-shopping behaviors, they have left one type rather understudied-trait-based antecedents. The ways consumer behavior is affected by their personal trait-this study therefore proposed and tested hedonic shopping tendencies. Findings indicate that hedonic shopping tendencies are a robust predictor of social support, consumer engagement, and impulse buying. Also, social support and consumer engagement affect social commerce intention and consequently social commerce frequency. Analysis of the results demonstrated a positive relationship between social support and consumer engagement, and the positive relationship between impulse buying and social commerce frequency.

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References

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