How behaviour in terms of pluralistic ignorance affects social commerce intentions
學年 113
學期 1
出版（發表）日期 2024-11-26
作品名稱 How behaviour in terms of pluralistic ignorance affects social commerce intentions
作品名稱（其他語言）
著者 Hao-Fan Chumg; Sheng-Pao Shih; I-Hua Hung; Wen-Chin Tsao; Jui-Lung Chen
單位
出版者
著錄名稱、卷期、頁數 Online Information Review 48(7), p.1451-1469
摘要 Purpose This research explores the complex interplay of multiple social factors with regard to what might encourage or inhibit users to interact with social commerce (SC). Design/methodology/approach To investigate the phenomenon, we developed a model based on goal-directed behaviour and pluralistic ignorance theory (typically generated by universal behavioural adherence to social norms). Based on the 394 valid responses collected from a survey, partial least squares structural equation modelling (PLS-SEM), PROCESS and ANOVA were employed to examine the research hypotheses. Findings The results show that pluralistic ignorance and commercial desire positively influence SC intention. More importantly, our results show that the moderating effect of pluralistic ignorance dampens the positive relationship between social subjective norms and commercial desire. The findings also suggest that pluralistic ignorance mediates the relationships between: (1) social identity and SC intentions and (2) fear of isolation and SC intentions. Originality/value Consequently, this study reveals that SC intentions result from complex interactions between an individual’s psychology and social phenomena. Theoretical and managerial implications are also discussed to provide for the successful development of strategies regarding SC for researchers and SNSs operators.
關鍵字 Social network sites (SNSs), Model of goal-directed behaviour (MGB), Social commerce (SC), Pluralistic ignorance, Partial least squares structural equation modelling (PLS-SEM)
語言 en
ISSN 1468-4535; 1468-4527
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 GBR
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/127562 )