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Role of technology attraction and parasocial interaction in social shopping websites

Author

Listed:
  • Zheng, Xiabing
  • Men, Jinqi
  • Xiang, Li
  • Yang, Feng

Abstract

Attraction is an essential factor in interactions between individuals. Some existing studies have examined multiple dimensions of attraction including social, physical, and task attraction. However, the mechanism behind these three attraction dimensions and parasocial interaction in social shopping websites has not been well examined. This study adopts technology attraction theory and parasocial interaction theory to analyze how three types of technology attraction affect parasocial interaction, which consequently influences users’ social commerce intention. This study conducted a survey to analyze the proposed empirical model and analyzed data from 248 social shopping website users. The results indicate that social attraction and task attraction positively and directly affect the users’ parasocial interaction. In contrast, physical attraction indirectly influences users’ parasocial interaction via social attraction and task attraction, respectively. Parasocial interaction consequently influences users’ social commerce intention. Discussion, limitations, and implications of the study are presented.

Suggested Citation

  • Zheng, Xiabing & Men, Jinqi & Xiang, Li & Yang, Feng, 2020. "Role of technology attraction and parasocial interaction in social shopping websites," International Journal of Information Management, Elsevier, vol. 51(C).
    • Handle: RePEc:eee:ininma:v:51:y:2020:i:c:s0268401219303767
    DOI: 10.1016/j.ijinfomgt.2019.102043
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    Citations

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    Cited by:

    1. Xu, Xiao-Yu & Jia, Qing-Dan & Tayyab, Syed Muhammad Usman, 2024. "Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Zhou, Fei & Lin, Yifan & Mou, Jian, 2024. "Virtual pets' cuteness matters: A shared reality paradigm for promoting internet helping behaviour," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    4. Song, Haiqing & Wang, Rui & Tang, Yanli, 2024. "Competition or cooperation: Strategy analysis for a social commerce platform," European Journal of Operational Research, Elsevier, vol. 318(2), pages 560-574.
    5. Liu, Guanyu & Liu, Jiaqi & Gao, Ping & Yu, Jiang & Pu, Zhengning, 2024. "Understanding mechanisms of digital transformation in state-owned enterprises in China: An institutional perspective," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    6. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Li, Meichan & Wang, Rui, 2023. "Chatbots in e-commerce: The effect of chatbot language style on customers’ continuance usage intention and attitude toward brand," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Hyun, Hyowon & Thavisay, Toulany & Lee, Suk Hyung, 2022. "Enhancing the role of flow experience in social media usage and its impact on shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Wang, Fei & Xu, Haifeng & Hou, Ronglin & Zhu, Zhen, 2023. "Designing marketing content for social commerce to drive consumer purchase behaviors: A perspective from speech act theory," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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