To have or have not: Buy buttons on social platforms

被引：11
作者：
Martinez-Lopez, Francisco J. [1 ,2 ,4 ]
Li, Yangchun [1 ,4 ]
Su, Wan [3 ,5 ]
Feng, Changyuan [1 ,4 ]
机构：
[1] Univ Granada, Dept Business Adm 1, Granada, Spain
[2] EAE Business Sch, Barcelona, Spain
[3] Jilin Univ, Sch Management, Changchun, Jilin, Peoples R China
[4] Business Sch, Campus Cartuja S-N, Granada 18011, Spain
[5] Jilin Univ, Sch Management, Changchun 130022, Jilin, Peoples R China
来源：
JOURNAL OF BUSINESS RESEARCH | 2019年 / 105卷
基金：
中国国家自然科学基金;
关键词：
Buy button; Social platforms; Social commerce; Perceived risk; Trust; Willingness to buy; ELECTRONIC COMMERCE; PERCEIVED RISK; PURCHASING BEHAVIOR; TECHNICAL FEATURES; TRUST ASSURANCES; ONLINE; MEDIA; INTENTION; PRIVACY; ACCEPTANCE;
D O I：
10.1016/j.jbusres.2019.07.029
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Buy buttons are not only links allowing social platform users to complete a purchase directly by clicking on them, but they are also key to social platform monetization. Shedding light on the use of these buttons is, thus, particularly interesting for their practical value. We have conducted two between-subject experiments to analyze two basic issues: first, how buy buttons can affect social platform users' shopping-related attitudinal and behavioral responses; and, how providing users with a safe shopping environment can affect their shopping-related responses. The results from two samples (Spanish and Chinese) showed that displaying a buy button on social platform posts is related to better user shopping attitude and willingness to purchase; also, when users are on a platform that offers safeguards and guarantees, their shopping responses improve, with users' perceived risk towards shopping on such a platform ameliorated by its positioning as trustworthy mediator in the purchasing process.
引用
收藏
页码：33 / 48
页数：16
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