Purpose

This study aims to address how to facilitate more community members making purchases in social commerce communities. The research is expected to shed new light on the underlying process by which individuals’ social networks influence their purchases in social commerce communities.

Design/methodology/approach

An online survey and secondary archive data are presented to confirm all the hypotheses.

Findings

Community members’ out-degree ties show a positive effect on their attachment to other members, as well as to the community. Community members’ attachment to the community has a positive influence on their purchases made in the e-commerce modules of social commerce communities and mediates the effect of their attachment to community members. The study establishes a theoretical framework to reveal how community members’ social networks influence their purchases in social commerce communities.

Practical implications

The findings of this study provide new insights for managers and designers of new social commerce communities to inspire them to achieve their goal of keeping consumers making purchases in the e-commerce modules of social commerce communities.

Originality/value

Firstly, this study draws on attachment theory to explain why community members make purchases in a social commerce community. Then, the study enriches the research on social network ties and attachment theory by initially integrating the social network perspective with attachment theory to examine the effects of social network ties on different types of attachment.

中文翻译：

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社交网络关系如何影响社交商务社区中的购买？依恋理论的镜头

目的

本研究旨在解决如何促进更多社区成员在社交商务社区中进行购买。该研究有望揭示个人社交网络影响他们在社交商务社区中购买的潜在过程。

设计/方法/途径

提供在线调查和二级档案数据以确认所有假设。

发现

社区成员的度外关系对他们与其他成员以及社区的依恋有积极影响。社区成员对社区的依恋对他们在社交商务社区电子商务模块中的购买有正向影响，并在他们对社区成员依恋的影响中起中介作用。该研究建立了一个理论框架来揭示社区成员的社交网络如何影响他们在社交商务社区中的购买。

实际影响

本研究的结果为新社交商务社区的管理者和设计者提供了新的见解，以激励他们实现让消费者在社交商务社区的电子商务模块中进行购买的目标。

原创性/价值

首先，本研究利用依恋理论来解释社区成员为何在社交商务社区中进行购买。然后，本研究初步将社会网络视角与依恋理论相结合，考察社会网络关系对不同类型依恋的影响，丰富了社会网络关系和依恋理论的研究。