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To have or have not: Buy buttons on social platforms

Author

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  • Martínez-López, Francisco J.
  • Li, Yangchun
  • Su, Wan
  • Feng, Changyuan

Abstract

Buy buttons are not only links allowing social platform users to complete a purchase directly by clicking on them, but they are also key to social platform monetization. Shedding light on the use of these buttons is, thus, particularly interesting for their practical value. We have conducted two between-subject experiments to analyze two basic issues: first, how buy buttons can affect social platform users' shopping-related attitudinal and behavioral responses; and, how providing users with a safe shopping environment can affect their shopping-related responses. The results from two samples (Spanish and Chinese) showed that displaying a buy button on social platform posts is related to better user shopping attitude and willingness to purchase; also, when users are on a platform that offers safeguards and guarantees, their shopping responses improve, with users' perceived risk towards shopping on such a platform ameliorated by its positioning as trustworthy mediator in the purchasing process.

Suggested Citation

  • Martínez-López, Francisco J. & Li, Yangchun & Su, Wan & Feng, Changyuan, 2019. "To have or have not: Buy buttons on social platforms," Journal of Business Research, Elsevier, vol. 105(C), pages 33-48.
    • Handle: RePEc:eee:jbrese:v:105:y:2019:i:c:p:33-48
    DOI: 10.1016/j.jbusres.2019.07.029
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    References listed on IDEAS

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    Cited by:

    1. Martínez-López, Francisco J. & Feng, Changyuan & Li, Yangchun & López-López, David, 2022. "Using instant refunds to improve online return experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Fink, Alexander A. & Klöckner, Maximilian & Räder, Tobias & Wagner, Stephan M., 2022. "Supply chain management accelerators: Types, objectives, and key design features," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    3. Vecchi, Alessandra & Brennan, Louis, 2022. "Two tales of internationalization – Chinese internet firms' expansion into the European market," Journal of Business Research, Elsevier, vol. 152(C), pages 106-127.

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