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The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals

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  • Min-Sook Park
  • Jong-Kuk Shin
  • Yong Ju

Abstract

This study aims to understand how the characteristics of online social network structure can impact consumer purchase intention through network involvement. We propose and analyse that a consumer's decision for purchasing from the deal-of-the-day Websites is affected by the characteristics of the online social network structure through consumers' network involvement. The results of this study are: Tie strength, network density, network centrality and homophily will increase both social networking service (SNS) users' affective involvement and cognitive involvement to the online social network, both of which will increase their purchase intention of the recommended deals by their friends in SNS.

Suggested Citation

  • Min-Sook Park & Jong-Kuk Shin & Yong Ju, 2014. "The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals," Global Economic Review, Taylor & Francis Journals, vol. 43(1), pages 25-41, March.
    • Handle: RePEc:taf:glecrv:v:43:y:2014:i:1:p:25-41
    DOI: 10.1080/1226508X.2014.884047
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    Cited by:

    1. Xi Chen & Shaofen Fang & Yujie Li & Haibin Wang, 2019. "Does Identification Influence Continuous E-Commerce Consumption? The Mediating Role of Intrinsic Motivations," Sustainability, MDPI, vol. 11(7), pages 1-20, April.
    2. Navneet Gera & Swati Rohatgi & Jorge A. Wise, 2022. "Consumer Ethnocentrism in Indian Air-Conditioner Market: A Social Identity Theory Perspective," International Journal of Global Business and Competitiveness, Springer, vol. 17(2), pages 192-202, December.
    3. Doha, Ahmed & Elnahla, Nada & McShane, Lindsay, 2019. "Social commerce as social networking," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 307-321.
    4. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    5. Ming-Yan Wang & Peng-Zhu Zhang & Cheng-Yang Zhou & Neng-Ye Lai, 2019. "Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    6. Shuiping Ding & Jie Lin & Zhenyu Zhang, 2021. "The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities," Sustainability, MDPI, vol. 13(2), pages 1-19, January.
    7. Chen, Nan & Yang, Yunpeng, 2021. "The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Wang, Yichuan & Yu, Chiahui, 2017. "Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning," International Journal of Information Management, Elsevier, vol. 37(3), pages 179-189.

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