The impact of relationship quality and social support on social media users' selling intention

被引：5

作者：

Ho, Ree C. ^{[1
]}

Cheng, Robin ^{[2
]}

机构：

[1] Taylors Univ, Fac Business & Law, 1 Jalan Taylors, Subang Jaya 47500, Selangor, Malaysia

[2] Taylors Coll, 1 Jalan Taylors, Subang Jaya 47500, Selangor, Malaysia

来源：

INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING | 2020年 / 14卷 / 04期

关键词：

social commerce; selling intention; relationship quality; social support; online shopping; social media apps; EXTENDED THEORY; CONTINUANCE PARTICIPATION; INFORMATION-TECHNOLOGY; E-COMMERCE; ONLINE; TRUST; CONSUMERS; COMMUNITIES; ACCEPTANCE; COMMITMENT;

D O I：

10.1504/IJIMA.2020.111051

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Social commerce is getting more popular with its sales volume increase rapidly, and drives more consumers to start conducting business in the social media. The main aim of this study was to investigate the role of social support and relationship quality in influencing the consumer selling behaviour. Sample size was 296 respondents collected via survey questionnaire and data was analysed with structured equation modelling. The results showed that user interaction in social media influenced the attitude needed to venture into online business. On the other hand, relationship quality and social support enhanced the consumers' perception on controlling the shopping process. In conclusion, the research findings provide insightful theoretical implications on the selling aspect of social commerce.

引用

页码：433 / 453

页数：21

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