Abstract
Purpose
The purpose of this study was to understand consumers' continuance intention to purchase in social commerce from an integrated perspective of the expectation confirmation model (ECM) and information adoption model (IAM). Moreover, the cultural difference between the United States and China was explored in the integrated model.
Design/methodology/approach
A total of 1,589 responses were collected from American (n = 725) and Chinese consumers (n = 864). The partial least squares structural equation modeling (PLS-SEM) was applied to perform measurement assessment, structural model and multiple group analysis.
Findings
Results showed that consumers' continuance intention to purchase in social commerce was significantly predicted by the integrated model. Within the ECM, confirmation of expectations positively affected information usefulness and satisfaction, and information usefulness positively influenced satisfaction, which further led to continuance intention. Moreover, within the IAM, both argument quality and source credibility positively affect information usefulness, which leads to information adoption and continuance intention to purchase in social commerce. In addition, the influences of information usefulness on information adoption and continuance intention to purchase in social commerce were stronger for American consumers.
Originality/value
The findings of this study gain a better understanding of consumers' decision-making process and cultural differences between American and Chinese consumers.
The purpose of this study was to understand consumers' continuance intention to purchase in social commerce from an integrated perspective of the expectation confirmation model (ECM) and information adoption model (IAM). Moreover, the cultural difference between the United States and China was explored in the integrated model.
Design/methodology/approach
A total of 1,589 responses were collected from American (n = 725) and Chinese consumers (n = 864). The partial least squares structural equation modeling (PLS-SEM) was applied to perform measurement assessment, structural model and multiple group analysis.
Findings
Results showed that consumers' continuance intention to purchase in social commerce was significantly predicted by the integrated model. Within the ECM, confirmation of expectations positively affected information usefulness and satisfaction, and information usefulness positively influenced satisfaction, which further led to continuance intention. Moreover, within the IAM, both argument quality and source credibility positively affect information usefulness, which leads to information adoption and continuance intention to purchase in social commerce. In addition, the influences of information usefulness on information adoption and continuance intention to purchase in social commerce were stronger for American consumers.
Originality/value
The findings of this study gain a better understanding of consumers' decision-making process and cultural differences between American and Chinese consumers.
| Original language | English |
|---|---|
| Pages (from-to) | 1682-1698 |
| Number of pages | 17 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| Volume | 35 |
| Issue number | 7 |
| Early online date | 21 Nov 2022 |
| DOIs | |
| Publication status | Published - 27 Jun 2023 |
Bibliographical note
Funding Information:Funding: This work was supported by the Lee Shau Kee School of Business and Administration, Hong Kong Metropolitan University under School Research Grant (R2071). The authors declare no competing financial interest.
Publisher Copyright:
© 2022, Emerald Publishing Limited.
Keywords
- Cultural difference
- Decision-making process
- Expectation confirmation model
- Information adoption model
- Social commerce
