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Electronic Commerce Research
Erschienen in: Electronic Commerce Research 4/2018

13.03.2018

Does friendship quality matter in social commerce? An experimental study of its effect on purchase intention

verfasst von: Qi Li, Ni Liang, Eldon Y. Li

Erschienen in: Electronic Commerce Research | Ausgabe 4/2018

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Abstract

Friendship plays a critical role in social commerce in contemporary societies. This study aims to theorize and examine how friendship quality impacts purchase intention. Product-related risk is introduced to gain insight into its moderating effects on intention to purchase from three different seller groups. Through empirical evidence, we confirm that friendship quality has positively effect on purchase intention. In particular, friends with high friendship quality (i.e., good friends) are more conducive to selling high-price high-risk products. However, friends with low friendship quality (i.e., simple friends) are not as attractive as strangers having good user reviews (i.e., reputable strangers). In other words, people are more willing to buy from reputable strangers than from simple friends. Theoretically, these results contribute to a better understanding of the effect of friendship quality on purchase intention. Finally, this research offers several practical implications for developing successful businesses in social commerce.
Vorheriger Artikel Influence of individual characteristics on whether and how much consumers engage in showrooming behavior
Nächster Artikel Assesing the success of private labels online: differences across categories in the grocery industry

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Metadaten
Titel
Does friendship quality matter in social commerce? An experimental study of its effect on purchase intention
verfasst von
Qi Li
Ni Liang
Eldon Y. Li
Publikationsdatum
13.03.2018
Verlag
Springer US
Erschienen in
Electronic Commerce Research / Ausgabe 4/2018
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI
https://doi.org/10.1007/s10660-018-9299-6

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