This research explores s-commerce users’ intentions to purchase and to share knowledge by incorporating ‘attitudes toward persuasion attempts,’ ‘ease of use,’ and ‘perceived usefulness’ into a social exchange theory model. A survey using an on-site purposive sampling technique was used to recruit the respondents, and an interception technique was used to approach the consumers. A total of 471 Korean consumers participated in this research. Based on 471 Korean social-commerce users, our results reveal that social exchange belief factors and a site’s usability affect user satisfaction, which subsequently affects users’ intentions to purchase and to share knowledge. In addition, attitudes toward persuasion attempts moderate the effect of satisfaction on users’ purchase intentions.

中文翻译：

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决定消费者在电子商务网站上分享知识和购买意图的意愿：将对说服尝试的态度纳入社会交流模型

这项研究通过将“说服尝试的态度”，“易用性”和“感知的有用性”纳入社会交换理论模型，探索了电子商务用户的购买和共享知识的意图。使用现场目的抽样技术进行的调查用于招募受访者，并使用拦截技术来吸引消费者。共有471名韩国消费者参加了这项研究。基于471位韩国社交用户，我们的研究结果表明，社交交流信念因素和网站的可用性会影响用户满意度，进而影响用户的购买和共享知识的意愿。另外，对说服尝试的态度会缓和满意度对用户购买意愿的影响。