Convert Traffic to Purchase: the Impact of Social Network Information on Trust and Purchase Intention in Social Commerce

摘要：

　　As social commerce gain popularity, many of them are focused on how to drive huge amount of traffic in social media to online retailer.In this study we adopt experiment method to analyze whether information content and source influence perceived credibility and quality of information, which would then influence consumers trust and their purchase intention in the social commerce.203 respondents are recruited and randomly dispatched into 4 treatment groups.The data analysis reveals that experiential information obtains higher source credibility and higher perceived information quality than non-experiential information;user-generated-content (UGC) obtains higher source credibility than marketer-generated-content (MGC), but the correlation between information source and perceived information quality is not significant;both credibility of sources and perceived information quality are positively related to trust and purchase intention in the social commerce.Suggestions have been made for designing social commerce website.

关键词： social network information social commerce traffic conversion trust

作者: Yanli Pei Min Zhang Yuqi Zhang Shan Wang

作者单位: International Business School, Beijing Foreign Studies University, China Edwards School of Business, University of Saskatchewan, Canada

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 440-448

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）