User Transfer in Collaborative Commerce: Evident from Virtual Community to Social Commerce

Guo-yin Jiang (), Fei-cheng Ma, Yun-zhou Fang and Xiu-zhen Li
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Guo-yin Jiang: Wuhan University
Fei-cheng Ma: Wuhan University
Yun-zhou Fang: Renmin University of China
Xiu-zhen Li: Hubei University of Economics

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 235-240 from Springer

Abstract: Abstract In China, social commerce provided by virtual community is a classic mode of collaborative commerce. The current research analyzes what factors affect transferring virtual community member to consumer of social commerce provided by virtual community. We propose and empirically test a model of user transfer mechanism. The findings indicate that attitude to virtual community can be transferred to social commerce provided by virtual community, the perceived fit of brand and technology have effect on attitude to social commerce. This study also finds that, subjective norms positively influences perceiving to brand and technology, and attitude to social commerce, user involvement can enhance social influence of social commerce and user’ attitude to social commerce. This research advances our understanding of the user transfer from virtual community to social commerce and provides insights into the marketing promotion strategies for social commerce.

Keywords: Collaborative commerce; Perceived brand fit; Perceived technology fit; User involvement; User transfer (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-40072-8_23

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