Information Sharing Behavior in Social Commerce Sites: The Differences between Sellers and Non-Sellers
作者： Kristijan Mirkovski , Libo Ivy Liu , Chunxiao Yin , Dingtao Zhao , Jinbi Yang
DOI:
关键词: Survey data collection 、 Marketing 、 Goal theory 、 Social media 、 Social commerce 、 Business 、 Information sharing
摘要: The rise of social media encouraged customers to share information more frequently and larger extent. Previous work primarily focused on how why in online commerce sites. In the current study, we distinguish between two types users: sellers non-sellers Drawing goal theory, empirically examine intrinsic extrinsic benefits as key direct antecedents, explore moderating role sellers/non-sellers relationship sharing behavior. Analyzing survey data (n=1170) first phase collected from a popular site, found that intention among nonsellers are indeed different. This study can advance understandings literature by revealing differences different users. results offer important interesting insights IS research practice.
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