Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The dilemma of social commerce

The dilemma of social commerce Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that influence customers' avoidance of peer-generated advertisements.Design/methodology/approachBased on the general framework of avoidance behavior, we propose a theoretical model for the context of a mobile social network, with tie strength as the user-related factor and violation of shared language, advertisement relevance and information overload as contextual variables. Using survey data collected from 334 customers on WeChat, we empirically examine the research model and hypotheses.FindingsTie strength and advertisement relevance are negatively associated with avoidance behavior, whereas information overload and violation of shared language have significantly positive effects. Furthermore, tie strength weakens the negative relationship between violation of shared language and avoidance behavior but strengthens the positive relationship between advertisement relevance and avoidance behavior.Originality/valueThe findings extend understanding of advertisement avoidance behavior and can guide practitioners' improvement of advertising efficiency in mobile social networks. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

The dilemma of social commerce

Internet Research , Volume 30 (3): 22 – May 18, 2020

Loading next page...
 
/lp/emerald-publishing/the-dilemma-of-social-commerce-0BMeDR3UkH
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-02-2017-0045
Publisher site
See Article on Publisher Site

Abstract

Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that influence customers' avoidance of peer-generated advertisements.Design/methodology/approachBased on the general framework of avoidance behavior, we propose a theoretical model for the context of a mobile social network, with tie strength as the user-related factor and violation of shared language, advertisement relevance and information overload as contextual variables. Using survey data collected from 334 customers on WeChat, we empirically examine the research model and hypotheses.FindingsTie strength and advertisement relevance are negatively associated with avoidance behavior, whereas information overload and violation of shared language have significantly positive effects. Furthermore, tie strength weakens the negative relationship between violation of shared language and avoidance behavior but strengthens the positive relationship between advertisement relevance and avoidance behavior.Originality/valueThe findings extend understanding of advertisement avoidance behavior and can guide practitioners' improvement of advertising efficiency in mobile social networks.

Journal

Internet ResearchEmerald Publishing

Published: May 18, 2020

Keywords: Avoidance behavior; Social commerce; Mobile social network; Peer-generated advertisement; Tie strength

References