Does friendship quality matter in social commerce? An experimental study of its effect on purchase intention
Qi Li (),
Ni Liang () and
Eldon Y. Li ()
Additional contact information
Qi Li: Xi’an Jiaotong University
Ni Liang: Xi’an Jiaotong University
Eldon Y. Li: National Chengchi University
Electronic Commerce Research, 2018, vol. 18, issue 4, No 2, 693-717
Abstract Friendship plays a critical role in social commerce in contemporary societies. This study aims to theorize and examine how friendship quality impacts purchase intention. Product-related risk is introduced to gain insight into its moderating effects on intention to purchase from three different seller groups. Through empirical evidence, we confirm that friendship quality has positively effect on purchase intention. In particular, friends with high friendship quality (i.e., good friends) are more conducive to selling high-price high-risk products. However, friends with low friendship quality (i.e., simple friends) are not as attractive as strangers having good user reviews (i.e., reputable strangers). In other words, people are more willing to buy from reputable strangers than from simple friends. Theoretically, these results contribute to a better understanding of the effect of friendship quality on purchase intention. Finally, this research offers several practical implications for developing successful businesses in social commerce.
Keywords: Social commerce; Friendship quality; Good friends; Simple friends; Strangers; Purchase intention; Product-related risk (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s10660-018-9299-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:18:y:2018:i:4:d:10.1007_s10660-018-9299-6
Ordering information: This journal article can be ordered from
Access Statistics for this article
Electronic Commerce Research is currently edited by James Westland
More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla ().