ABSTRACT

Social commerce is a new development in e-commerce and social networks. Consumers belonging to various social communities of interest often rely on information generated by these communities to make online purchase decisions. This empirical research study explores the relational and security aspects of social commerce. It looks at technology-enabled customer relationship quality, privacy, and security protection as determinants of social commerce decisions. The results show that the web experience and online convenience delivered through the social commerce provider website positively influence the perceived customer relationship quality as a driver of social commerce purchase and sharing behavior. Additionally, the study finds that while perceived security protection is still a significant influencer of social commerce decisions, perceived privacy protection is no longer a primary customer concern.

摘要

社交商务是电子商务和社交网络的新发展。属于各种感兴趣的社会社区的消费者通常依赖这些社区产生的信息来做出在线购买决定。这项实证研究探讨了社交商务的关系和安全方面。它将技术支持的客户关系质量、隐私和安全保护视为社交商务决策的决定因素。结果表明，通过社交商务提供商网站提供的网络体验和在线便利性正向影响感知的客户关系质量，作为社交商务购买和分享行为的驱动因素。此外，研究发现，虽然感知到的安全保护仍然是社交商务决策的重要影响因素，