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- P-ISSN1738-6764
- E-ISSN2093-7504
- KCI
ISSN : 1738-6764
Understanding Social-Commerce Shopping Behavior: A Study in the Chinese Context
Zongya Li (Chinese University of Hong Kong)
Abstract
While numerous researchers have identified factors that explain social commerce-shopping behaviors, they have left one type rather understudied—trait-based antecedents. The ways consumer behavior is affected by their personal trait—this study therefore proposed and tested hedonic shopping tendencies. Findings indicate that hedonic shopping tendencies are a robust predictor of social support, consumer engagement, and impulse buying. Also, social support and consumer engagement affect social commerce intention and consequently social commerce frequency. Analysis of the results demonstrated a positive relationship between social support and consumer engagement, and the positive relationship between impulse buying and social commerce frequency.
- keywords
- Social Commerce, Hedonic Shopping, Social Support, Consumer Engagement, Impulsive Buying
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