Paper Info
Title
How Social Ties Influence Customers' Involvement And Online Purchase Intentions
Abstract
A major challenge confronting online retailers is that of stimulating consumer online purchase intention. Many studies have explored the factors that affect consumer purchase behavior; however, few have described the underlying mechanism that links the online shopping experience to social ties and the effect of their strength on purchase intentions. This study adapted the stimuli-organism-response (S-O-R) model to analyze the effects of the online shopping experience on customer involvement and online purchase intention under conditions of weak and strong social ties. Two quasi-experiments were conducted to test the research model and hypotheses. The results showed that online shopping experience had a positive effect on customer involvement, and this involvement in turn had a positive effect on online purchase intention in the strong-tie group and the weak-tie group. Cognitive and affective involvement played partial mediating roles between the online shopping experience and online purchase intention in the weak-ties group and full mediating roles in the strong-ties group. The effects of online shopping experience on customer involvement and online purchase intention differed between the two tie strength groups. The implications of these findings for researchers and practitioners are discussed.
Year
DOI
Venue
2020
10.3390/jtaer16030025
JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH
Keywords
DocType
Volume
online shopping experience, cognitive involvement, affective involvement, tie strength, online purchase intention
Journal
16
Issue
ISSN
Citations 
3
0718-1876
0
PageRank 
References 
Authors
0.34
0
4
Name
Order
Citations
PageRank
Liang Ma14614.30
Xin Zhang221889.32
Xiaoyan Ding300.34
Gaoshan Wang400.68