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Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model

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Abstract

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.

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  1. Westminster Business School, University of Westminster, London, UK

    Kyung-Joon Kwon & Li-Wei Mai

  2. Glasgow School for Business and Society, Glasgow Caledonian University, Cowcaddens Rd, Glasgow, G4 0BA, UK

    Norman Peng

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Table 5 Studies on social exchange theory
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Kwon, KJ., Mai, LW. & Peng, N. Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model. Eurasian Bus Rev 10, 157–183 (2020). https://doi.org/10.1007/s40821-019-00146-5

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