社会商业
社会化媒体
探索性研究
业务
桥(图论)
电子商务
差异(会计)
产品(数学)
营销
广告
社会影响力
消费者行为
计算机科学
心理学
社会学
医学
社会心理学
几何学
数学
会计
万维网
人类学
内科学
作者
Orhan Celiker,Üstün Özen,Mehmet Cem Blen
标识
DOI:10.1142/s0219877024500068
摘要
As firms continue to use social media checkout and shopping integrations, and social media platforms become primary search engines for consumers, social commerce is slowly replacing traditional e-commerce. However, there is still a limited understanding of why consumers frequently switch between e-commerce and social commerce platforms during the process by which they discover and purchase a product. This study attempts to bridge this gap by investigating the switching behavior from traditional e-commerce to social commerce at the consumer level. By following a mixed-methods approach, this study develops and empirically validates a research model derived using the push–pull–mooring framework and the findings of the exploratory study. The test results showed that the proposed research model explains a large portion (0.607%) of the variance in consumers’ switching intentions. Besides, social influence was also found to moderate the impact of push and pull factors on switching intention.
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