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Social Capital in the Chinese Virtual Community: Impacts on the Social Shopping Model for Social Media

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  • Haejung Kim
  • Jiyoung Kim
  • Ran Huang

Abstract

QQ, the largest virtual community in China, generates relational social capital that facilitates social shopping behaviours across channels. Based on social capital theory, this study assesses how social identification and knowledge creation influence social shopping behaviours; and how purchase motivation and intention from one channel transfer to another. Analysis of data collected from 216 QQ users supports the positive impacts of social identification and knowledge creation on purchase intention for virtual products within a channel, and positive cross-channel relationships between purchase motivations and intentions. This study provides an empirical social shopping model by facilitating the notion of social capital.

Suggested Citation

  • Haejung Kim & Jiyoung Kim & Ran Huang, 2014. "Social Capital in the Chinese Virtual Community: Impacts on the Social Shopping Model for Social Media," Global Economic Review, Taylor & Francis Journals, vol. 43(1), pages 3-24, March.
    • Handle: RePEc:taf:glecrv:v:43:y:2014:i:1:p:3-24
    DOI: 10.1080/1226508X.2014.884046
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    Cited by:

    1. Yang, Kiseol & Li, Xiaoshu & Kim, HaeJung & Kim, Young Hoon, 2015. "Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 1-9.
    2. Shunfeng Zhang & Linghao Zhang, 2023. "The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital," SAGE Open, , vol. 13(2), pages 21582440231, May.

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