The Effects of Social Media on E-Commerce: A Perspective of Social Impact Theory

Kee-Young Kwahk

109 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

In recent years social media has become more and more popular all around the world. This study aims to examine the influence of social media in the e-commerce context and to find how it impacts users' visit intention and purchase intention. Through a questionnaire survey, we test and analyze the research model and its related hypotheses by making use of structural equation modeling. The results indicate that social media interaction ties and social media commitment positively affect normative social influence and informational social influence. The last one in turn influences visit intention and purchase intention in e-commerce. In conclusion, we discuss the research findings and suggest some implications for researchers and practitioners.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.2009Users of the world, unite! The challenges and opportunities of Social Media 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.

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