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User Transfer in Collaborative Commerce: Evident from Virtual Community to Social Commerce

In: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Guo-yin Jiang

    (Wuhan University
    Hubei University of Economics)

  • Fei-cheng Ma

    (Wuhan University)

  • Yun-zhou Fang

    (Renmin University of China)

  • Xiu-zhen Li

    (Hubei University of Economics)

Abstract

In China, social commerce provided by virtual community is a classic mode of collaborative commerce. The current research analyzes what factors affect transferring virtual community member to consumer of social commerce provided by virtual community. We propose and empirically test a model of user transfer mechanism. The findings indicate that attitude to virtual community can be transferred to social commerce provided by virtual community, the perceived fit of brand and technology have effect on attitude to social commerce. This study also finds that, subjective norms positively influences perceiving to brand and technology, and attitude to social commerce, user involvement can enhance social influence of social commerce and user’ attitude to social commerce. This research advances our understanding of the user transfer from virtual community to social commerce and provides insights into the marketing promotion strategies for social commerce.

Suggested Citation

  • Guo-yin Jiang & Fei-cheng Ma & Yun-zhou Fang & Xiu-zhen Li, 2013. "User Transfer in Collaborative Commerce: Evident from Virtual Community to Social Commerce," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, edition 127, pages 235-240, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40072-8_23
    DOI: 10.1007/978-3-642-40072-8_23
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    Cited by:

    1. Busalim, Abdelsalam H. & Hussin, Ab Razak Che, 2016. "Understanding social commerce: A systematic literature review and directions for further research," International Journal of Information Management, Elsevier, vol. 36(6), pages 1075-1088.
    2. Jianshan Sun & Rongrong Ying & Yuanchun Jiang & Jianmin He & Zhengping Ding, 2020. "Leveraging friend and group information to improve social recommender system," Electronic Commerce Research, Springer, vol. 20(1), pages 147-172, March.

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