ABSTRACT Social commerce platforms have gained prominence in e-commerce, as social media has become an integral part of users’ online activities. Therefore, firms have been either developing or utilizing social commerce platforms to increase user engagement by adding social shopping facility onto their electronic commerce platforms. However, managing user engagement and user interaction becomes complex when e-commerce platforms are transformed into social commerce platforms. In this study, we operationalize four distinct stages of the social commerce platform, namely, social identification, social interaction, social shopping, and transaction based on salience theory. Using clickstream data, we empirically measure user engagement in these four states by modeling users’ incidence and time spent. Drawing from the PageRank algorithm, we capture the importance of ranking and distance on user engagement. The model also accounts for the effects of situational variables such as weekend; holiday; time of day; and user characteristics, such as gender and social media setting. Our results suggest that ranking and distance have significant effects on users’ incidence as well as time spent on social commerce platforms. The insights from this study can be helpful in designing the social commerce platform effectively using only the customers’ path navigational clickstream data from the parent social commerce platform.

中文翻译：

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社交商务平台上用户参与的阶段：使用导航点击流数据进行分析

摘要 随着社交媒体已成为用户在线活动的一个组成部分，社交商务平台在电子商务中越来越突出。因此，公司一直在开发或利用社交商务平台，通过在其电子商务平台上添加社交购物设施来提高用户参与度。然而，当电子商务平台转变为社交商务平台时，管理用户参与和用户交互变得复杂。在本研究中，我们基于显着性理论实施了社交商务平台的四个不同阶段，即社交认同、社交互动、社交购物和交易。使用点击流数据，我们通过对用户的发生率和花费的时间进行建模，凭经验衡量这四种状态下的用户参与度。借鉴 PageRank 算法，我们抓住了排名和距离对用户参与度的重要性。该模型还考虑了周末等情境变量的影响；假期; 一天中的时间；和用户特征，例如性别和社交媒体设置。我们的结果表明，排名和距离对用户的发生率以及在社交商务平台上花费的时间有显着影响。本研究的见解有助于仅使用来自父社交商务平台的客户路径导航点击流数据有效地设计社交商务平台。我们的结果表明，排名和距离对用户的发生率以及在社交商务平台上花费的时间有显着影响。本研究的见解有助于仅使用来自父社交商务平台的客户路径导航点击流数据有效地设计社交商务平台。我们的结果表明，排名和距离对用户的发生率以及在社交商务平台上花费的时间有显着影响。本研究的见解有助于仅使用来自父社交商务平台的客户路径导航点击流数据有效地设计社交商务平台。