Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com
Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com
Yan Bai,Zhong Yao,Yifan Dou
2015 · DOI: 10.1016/j.ijinfomgt.2015.04.011
International Journal of Information Management · 258 Citations
TLDR
Using the largest social networking website in China, renren.com, this study finds that social support, seller uncertainty, and product uncertainty affect user behaviors and shows that social factors can significantly enhance users' purchase intentions in social shopping.