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How do social network ties influence purchases in social commerce communities? A lens of attachment theory

How do social network ties influence purchases in social commerce communities? A lens of... This study aims to address how to facilitate more community members making purchases in social commerce communities. The research is expected to shed new light on the underlying process by which individuals’ social networks influence their purchases in social commerce communities.Design/methodology/approachAn online survey and secondary archive data are presented to confirm all the hypotheses.FindingsCommunity members’ out-degree ties show a positive effect on their attachment to other members, as well as to the community. Community members’ attachment to the community has a positive influence on their purchases made in the e-commerce modules of social commerce communities and mediates the effect of their attachment to community members. The study establishes a theoretical framework to reveal how community members’ social networks influence their purchases in social commerce communities.Practical implicationsThe findings of this study provide new insights for managers and designers of new social commerce communities to inspire them to achieve their goal of keeping consumers making purchases in the e-commerce modules of social commerce communities.Originality/valueFirstly, this study draws on attachment theory to explain why community members make purchases in a social commerce community. Then, the study enriches the research on social network ties and attachment theory by initially integrating the social network perspective with attachment theory to examine the effects of social network ties on different types of attachment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

How do social network ties influence purchases in social commerce communities? A lens of attachment theory

Wang, Panpan; Huang, Qian; Zhang, Yu
Internet Research , Volume 33 (4): 24 – Jul 17, 2023
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References (97)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-10-2021-0753
Publisher site
See Article on Publisher Site

Abstract

This study aims to address how to facilitate more community members making purchases in social commerce communities. The research is expected to shed new light on the underlying process by which individuals’ social networks influence their purchases in social commerce communities.Design/methodology/approachAn online survey and secondary archive data are presented to confirm all the hypotheses.FindingsCommunity members’ out-degree ties show a positive effect on their attachment to other members, as well as to the community. Community members’ attachment to the community has a positive influence on their purchases made in the e-commerce modules of social commerce communities and mediates the effect of their attachment to community members. The study establishes a theoretical framework to reveal how community members’ social networks influence their purchases in social commerce communities.Practical implicationsThe findings of this study provide new insights for managers and designers of new social commerce communities to inspire them to achieve their goal of keeping consumers making purchases in the e-commerce modules of social commerce communities.Originality/valueFirstly, this study draws on attachment theory to explain why community members make purchases in a social commerce community. Then, the study enriches the research on social network ties and attachment theory by initially integrating the social network perspective with attachment theory to examine the effects of social network ties on different types of attachment.

Journal

Internet Research – Emerald Publishing

Published: Jul 17, 2023

Keywords: Social commerce community; Social network ties; Attachment theory; Member attachment; Community attachment; Purchase behaviour

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