Determinants of User Engagement in Social Commerce

Youngkeun Choi
Additional contact information
Youngkeun Choi: Sangmyung University, Seoul, South Korea

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2019, vol. 10, issue 4, 43-56

Abstract: The focus of this study is how social commerce engages users and encourages them to purchase. By proposing the concepts of user engagement as different ways to provide deep and meaningful experience, this study develops a model that explores the antecedents of user engagement and its role in explaining a user to purchase in social commerce. For this, this study surveys 352 users using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, social capital including bridging social capital and bonding social capital and interpersonal influences including normative influence and informational influence increases user engagement. Second, user engagement increases their purchase intention. Finally, bridging social capital and informational influence among the antecedents of user engagement increases users' purchase intention through their user engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by user engagement.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJCRMM.2019100104 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:10:y:2019:i:4:p:43-56

Access Statistics for this article

International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

More articles in International Journal of Customer Relationship Marketing and Management (IJCRMM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().