Social networking site (SNS) driven e-commerce, the latest social commerce (s-commerce) phenomenon, gains prominence with the introduction of the call-to-action feature. The call-to-action feature on any sponsored post or advertisement on SNS redirects the user to a linked e-commerce website that offers the product. Information cues available on the SNS are expected to influence user decision making on the linked e-commerce site. Set in the context of Facebook driven e-commerce, this study explores how likes on Facebook influence user's purchase and recommendation decisions on a linked e-commerce website. Using controlled experiments we find that a higher volume of likes on Facebook leads to a higher likelihood of purchasing and recommending a product on the linked e-commerce site. This effect is found to be mediated by the user's initial product attitude formed on Facebook. An additional analysis examining the strength of the influence reveals that the mere presence of likes is not sufficient to impact the user's decision making. In fact, a low volume of likes elicits user behavior similar to absence of likes. The influence is effective only if the number of likes is substantially high. The findings of the study add to the s-commerce literature by establishing the inter-site influence of Facebook likes on user's purchase and post-purchase decisions and providing empirical evidence of the efficacy of SNS-driven e-commerce.

社交网站（SNS）驱动的电子商务是最新的社交商务（s-commerce）现象，通过引入号召性用语功能而倍受关注。SNS上任何赞助帖子或广告上的号召性用语功能将用户重定向到提供该产品的链接电子商务网站。SNS上可用的信息提示有望影响链接的电子商务站点上的用户决策。这项研究以Facebook驱动的电子商务为背景，探讨了Facebook上的点赞如何影响用户在链接的电子商务网站上的购买和推荐决定。通过控制实验，我们发现在Facebook上点赞次数越多，则在链接的电子商务网站上购买和推荐产品的可能性就越高。发现此效果是由用户的 在Facebook上形成了最初的产品态度。另一项分析影响力的分析表明，仅存在喜欢就不足以影响用户的决策。实际上，少量的点赞会引发类似于没有点赞的用户行为。仅当喜欢的次数很高时，这种影响才有效。这项研究的发现通过建立Facebook喜欢对用户的购买和购买后决定的站点间影响，并提供了SNS驱动的电子商务的有效性的经验证据，将其添加到了电子商务文献中。少量的点赞会引起用户的行为，类似于没有点赞。仅当喜欢的次数很高时，这种影响才有效。这项研究的发现通过建立Facebook喜欢对用户的购买和购买后决定的站点间影响，并提供了SNS驱动的电子商务的有效性的经验证据，将其添加到了电子商务文献中。少量的点赞会引起用户的行为，类似于没有点赞。仅当喜欢的次数很高时，这种影响才有效。这项研究的发现通过建立Facebook喜欢对用户的购买和购买后决定的站点间影响，并提供了SNS驱动的电子商务的有效性的经验证据，将其添加到了电子商务文献中。