社会商业
脉冲(物理)
社会化媒体
广告
业务
感知
透视图(图形)
电子商务
营销
心理学
计算机科学
万维网
物理
量子力学
人工智能
神经科学
标识
DOI:10.1016/j.jretconser.2023.103431
摘要
To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce.
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