ABSTRACT

Social networking websites are enjoying widespread usage throughout the world. Its applications are playing a significant role in marketing by allowing users to share information about products and services such as reviews, opinions, and even purchasing behavior with their network of friends and family. These social networks provide new opportunities to communicate with existing customers and attract new customers through the social networks of individuals. Despite its popularity, not all consumers are ready to embrace it. This study aims at examining the factors that influence consumers to engage in social commerce. The research findings contribute to consumer behavior theory by revealing factors that can encourage consumers to participate in social commerce. Results from this study should help online merchants better understand how to effectively reach online consumers through social commerce.

摘要

社交网站在世界范围内得到广泛使用。它的应用程序通过允许用户与他们的朋友和家人网络共享有关产品和服务的信息，例如评论、意见甚至购买行为，在营销中发挥着重要作用。这些社交网络提供了与现有客户交流的新机会，并通过个人的社交网络吸引新客户。尽管它很受欢迎，但并非所有消费者都准备好接受它。本研究旨在考察影响消费者参与社交商务的因素。研究结果通过揭示可以鼓励消费者参与社交商务的因素，为消费者行为理论做出贡献。