Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model

Kwon, K., Mai, L.W. and Peng, N. 2020. Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model. Eurasian Business Review. 10, pp. 157-183. https://doi.org/10.1007/s40821-019-00146-5

TitleDeterminants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model
TypeJournal article
AuthorsKwon, K., Mai, L.W. and Peng, N.
Abstract

This research explores s-commerce users’ intentions to purchase and to share knowledge by incorporating ‘attitudes toward persuasion attempts,’ ‘ease of use,’ and ‘perceived usefulness’ into a social exchange theory model. A survey using an on-site purposive sampling technique was used to recruit the respondents, and an interception technique was used to approach the consumers. A total of 471 Korean consumers participated in this research. Based on 471 Korean social-commerce users, our results reveal that social exchange belief factors and a site’s usability affect user satisfaction, which subsequently affects users’ intentions to purchase and to share knowledge. In addition, attitudes toward persuasion attempts moderate the effect of satisfaction on users’ purchase intentions.

Keywords: social exchange theory, attitudes toward persuasion attempts, intention to share knowledge, social exchange beliefs

KeywordsKnowledge Sharing, S-Commerce, Social Networking Site, Purchase Intention
JournalEurasian Business Review
Journal citation10, pp. 157-183
ISSN1309-4297
Year2020
PublisherSpringer
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1007/s40821-019-00146-5
Web address (URL)https://link.springer.com/journal/40821
Publication dates
Published online06 Dec 2019
Published in printMar 2020

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