IDEAS home Printed from https://ideas.repec.org/a/igg/jcbpl0/v9y2019i2p51-63.html
   My bibliography  Save this article

The Study of Antecedents of Consumer Engagement and Purchase Intention in Social Commerce

Author

Listed:
  • Youngkeun Choi

    (Sangmyung University, Seoul, South Korea)

Abstract

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of consumer engagement as different ways to provide a deep and meaningful experience, this study develops a model that explores the antecedents of consumer engagement and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, interactivity, sociability, social ties, and social identity among all of the sub-factors of consumer engagement increases consumer engagement. Second, consumer engagement increases their purchase intention. Finally, interactivity and social identity among the antecedents of consumer engagement increase consumers' purchase intention through their consumer engagement. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by consumer engagement.

Suggested Citation

  • Youngkeun Choi, 2019. "The Study of Antecedents of Consumer Engagement and Purchase Intention in Social Commerce," International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), IGI Global, vol. 9(2), pages 51-63, April.
    • Handle: RePEc:igg:jcbpl0:v:9:y:2019:i:2:p:51-63
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCBPL.2019040104
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jcbpl0:v:9:y:2019:i:2:p:51-63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.