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A Study on the Role of Network Characteristic in Social Commerce Context: Emphasis with the Moderating Effect of Transactive Memory Capability

  • Kairat, Dana (Faculty of Education and Humanities, Suleyman Demirel University) ;
  • Choi, Do Young (Department of Business Administration, Daejeon University)
  • Received : 2021.06.27
  • Accepted : 2021.07.03
  • Published : 2021.08.31

Abstract

Although previous studies on social commerce have provided much insight, more studies in the perspective of social network are needed because social commerce happens within online communities or virtual groups, where buyers connect and interact with each other by sharing information. So, the purpose of this study is to investigate how transactive memory as network characteristic can affect social commerce behavior through social support and relationship quality. We verified the relational effect among social support, relationship quality, and social commerce intention in the Korean market context. Moreover, we found transactive memory capability also played an essential role in the field of social commerce. Specifically, we found consumer's transactive memory capability plays a significant moderating role in the relation between social support and relationship quality.

Keywords

Acknowledgement

This paper is based on the Master's Thesis of Dana Kairat. This research was supported by the Daejeon University Research Grants(2019).

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