earticle

영어

Social commerce (SC) which refers to a subset of electronic commerce using social media (SM) (Owyang, 2009) has been rapidly grown in the B2C marketplace. As the salient characteristics of the SC, the social interaction could be essential to the success of the intermediary (Wikipedia 2011; Goldstein 2006; IBM 2009). There are a few studies that have empirically identified the role of the social interaction factors on the growth and consumer purchase behavior in SC (Stephen and Toubia 2009; Yoo et al. 2011). We have challenged to identify the role of SC characteristics such as the e-commerce (i.e. deal transparency) and social stimuli (i.e. social presence) in this study. Also, we could empirically validate the impact of prior reaction of a SC consumer (i.e. prior satisfaction on the general market) and prior social influence (i.e. prior word-of-mouth about the general market; WoM) on the reaction of the SC consumer. We developed our research model based on the literature of the deal transparency (e.g. Granados et al. 2010), social presence theory (e.g. Gefen and Straub 2004), Institution based trust (e.g. McKnight et al. 2002), and consumer purchase behavior (e.g. Inman et al. 2009).