Earticle

초록

영어

This study aims to examine the role of social media in the e-commerce context and to find how to use social media to enhance e-commerce from the social impact theory perspective. For the purpose of doing this, we propose a theoretical research model that consists of social media interaction ties and social media commitment derived from the social media context and normative/informational social influence derived from the social impact transfer perspective, and visit/purchase intention in e-commerce derived from the e-commerce context. Through an online questionnaire survey, we test and analyze the research model and its related hypotheses by making use of structural equation modeling.

목차

Abstract
 1 Introduction
 2 Theoretical Background
  2.1 Social media and social commerce
  2.2 User behavior between different contexts
  2.3 Social impact theory and social influence
 3 Research model and hypotheses
 4 Research methodology
  4.1 Research context
  4.2 Development of measurement instrument
  4.3 Data collection
 5 Data analysis
  5.1 Measurement model
  5.2 Structural model
 6 Discussion
 7 Implication and limitation
 8 Conclusions
 References

저자

• Kee-Young Kwahk [ College of Business Administration Kookmin University ]
• Xi Ge [ Graduate School of Business IT Kookmin University ]

참고문헌