To have or have not: Buy buttons on social platforms

Francisco J. Martínez-López, Yangchun Li, Wan Su and Changyuan Feng

Journal of Business Research, 2019, vol. 105, issue C, 33-48

Abstract: 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.

Keywords: Buy button; Social platforms; Social commerce; Perceived risk; Trust; Willingness to buy (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:105:y:2019:i:c:p:33-48

DOI: 10.1016/j.jbusres.2019.07.029

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