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    The role of social factors in purchase journey in the social commerce era

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    Publication type
    Journal article with impact factor
    Author
    Shirazi, Farid
    Hajli, Nick
    Sims, Julian
    Lemke, Fred
    Publication Year
    2022
    Journal
    Technological Forecasting and Social Change
    Publication Volume
    183
    Publication Issue
    October
    
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    Abstract
    This research examines the influence of information sharing amongst consumers on e-commerce platforms. On this basis, we develop a model for predicting consumers' purchase decisions on social commerce platforms. We use PLS-SEM to analyse online and paper surveys from 310 consumers. The findings suggest that social commerce information sharing increases consumer perceptions of familiarity, perceived ease of use, and perceived usefulness of social commerce platforms. Consumer learning and training of social commerce systems also increased their stated intention to purchase using the platform. We theorise the rise of the hyper-informed consumer that conducts pre-purchase product and shopping platform research to improve purchasing outcomes and as a form of socialising. The authors explain the theoretical contributions and practical implications at the end of the paper.
    Keyword
    Social Commerce, Social Commerce Information Sharing, Familiarity, Learning and Training
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1016/j.techfore.2022.121861
    URI
    http://hdl.handle.net/20.500.12127/7103
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.techfore.2022.121861
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