The dilemma of social commerce: Why customers avoid peer-generated advertisements in mobile social networks

摘要: Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that influence of peer-generated advertisements.,Based on general framework we propose a theoretical model for context mobile network, with tie strength as user-related factor violation shared language, advertisement relevance information overload contextual variables. Using survey data collected from 334 customers WeChat, empirically examine research hypotheses.,Tie are negatively associated whereas language have significantly positive effects. Furthermore, weakens negative relationship between behavior but strengthens behavior.,The findings extend understanding can guide practitioners' improvement advertising efficiency in networks.