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The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm

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  • Tuncer, Ilhami

Abstract

The rising trend of online social shopping is evident from the increasing volume of online social commerce. However, despite the importance of this development, only a limited number of studies exist pertaining to the factors that affect social commerce intention. To fill this gap in the research, the present study develops a model identifying the antecedents of social commerce intention. Utilizing stimulus-organism-response (S-O-R) theory and the affordance lens, the current study attempts to explore the role of IT affordance, flow experience, and trust on social commerce intention. For this purpose, the empirical data were collected by means of an e-survey instrument from customers that had previously used a social commerce platform for shopping. The authors used the partial least squares structural equation modeling (PLS-SEM) method to verify the relationships proposed in the model. Our results show that: visibility affordance influences customer purchase intention through trust in the seller and trust in the social media platform; metavoicing affordance influences social commerce intention through flow experience and trust in the social media platform; and guidance shopping affordance influences social commerce intention through flow experience, trust in the seller, and trust in the social media platform. Some significant theoretical and managerial insights are also presented.

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  • Tuncer, Ilhami, 2021. "The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm," Technology in Society, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:teinso:v:65:y:2021:i:c:s0160791x21000427
    DOI: 10.1016/j.techsoc.2021.101567
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    2. Caner Dincer & Banu Dincer, 2023. "Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics," Sustainability, MDPI, vol. 15(1), pages 1-27, January.
    3. Zibarzani, Masoumeh & Abumalloh, Rabab Ali & Nilashi, Mehrbakhsh & Samad, Sarminah & Alghamdi, O.A. & Nayer, Fatima Khan & Ismail, Muhammed Yousoof & Mohd, Saidatulakmal & Mohammed Akib, Noor Adelyna, 2022. "Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology," Technology in Society, Elsevier, vol. 70(C).
    4. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    6. Yang, Hongjun & Zhang, Shengtai, 2022. "Social media affordances and fatigue: The role of privacy concerns, impression management concerns, and self-esteem," Technology in Society, Elsevier, vol. 71(C).
    7. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Yizhi Liu & Xuan Lu & Chengjiang Li & Gang Zhao, 2022. "The Influence of Content Presentation on Users’ Intention to Adopt mHealth Applications: Based on the S-O-R Theoretical Model," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    9. Zhou, Ying & Huang, Wenmin, 2023. "The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 332-342.

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