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Understanding User Social Commerce Usage Intention: A Stimulus-Organism-Response Perspective
Abstract
The integration of social media and e-commerce leads to the emergence of social commerce. Although previous research has examined social commerce user behaviour from multiple perspectives, it has focused on the effect of instrumental beliefs, such as perceived value, and has seldom examined the effect of emotional factors, such as sense of community on user behaviour. The purpose of this research is to draw on the stimulus-organism-response (SOR) model to examine the effect of sense of community on users' social commerce usage intention. The results indicate that both social support and service quality (stimulus) affect the sense of community (organism), which in turn affects users' sharing and participation intention (response). The results imply that service providers need to develop the user's sense of community in order to facilitate his or her social commerce usage intention.
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