Social desire or commercial desire? The factors driving social sharing and shopping intentions on social commerce platforms
Social desire or commercial desire? The factors driving social sharing and shopping intentions on social commerce platforms
Hsiu-Chia Ko
2018 · DOI: 10.1016/j.elerap.2017.12.011
Electronic Commerce Research and Applications · 105 Citations
TLDR
The Model of Goal-Directed Behavior is used as a theoretical foundation to empirically explore the role of social desire and commercial desire in driving users’ social sharing and social shopping intentions on SNS as well as the antecedents to these two types of desires based on different goals of using social commerce.