Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model

Kyung-Joon Kwon, Li-Wei Mai, Norman Peng

Research output: Contribution to journalArticle

Abstract

This research explores s-commerce users’ intentions to purchase and to share knowledge by incorporating ‘attitudes toward persuasion attempts,’ ‘ease of use,’ and ‘perceived usefulness’ into a social exchange theory model. A survey using an on-site purposive sampling technique was used to recruit the respondents, and an interception technique was used to approach the consumers. A total of 471 Korean consumers participated in this research. Based on 471 Korean social-commerce users, our results reveal that social exchange belief factors and a site’s usability affect user satisfaction, which subsequently affects users’ intentions to purchase and to share knowledge. In addition, attitudes toward persuasion attempts moderate the effect of satisfaction on users’ purchase intentions.
Original languageEnglish
Pages (from-to)1-27
Number of pages28
JournalEurasian Business Review
DOIs
Publication statusPublished - 6 Dec 2019

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Commerce
Persuasion
Social exchange
Purchase
Purchase intention
Ease of use
Social exchange theory
Sampling
Usability
User satisfaction
Factors
Perceived usefulness

Keywords

  • social exchange theory
  • attitudes toward persuasion attempts
  • intenetion to share knowledge
  • social exchange beliefs

Cite this

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Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model. / Kwon, Kyung-Joon; Mai, Li-Wei; Peng, Norman.

In: Eurasian Business Review, 06.12.2019, p. 1-27.

Research output: Contribution to journalArticle

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