bte365娱乐城学术系列(第36期)

题  目：Social Support, Source Credibility, Social Influence and Impulsive Purchase Behaviour in Social Shopping

时  间：2017年11月29日（周三，11:00-12:00）

地  点：珠海校区行政楼bte365娱乐城917讲学厅

主持人: 李婷婷副教授

 

报告简介：

Social shopping (s-shopping), the use of social media to support electronic commerce, has become pervasive nowadays. This paper aims to investigate into an important type of consumer behaviour that could generate considerable economic values: impulsive purchase. Specifically, we focus on the role of peer influence. Social influence theory posits that the process via which peers change a consumer’s behaviour can be interpreted along two dimensions: informational and normative. Furthermore, drawing from literature, source credibility and social support are proposed as the antecedent factors of the influencing processes in this context. Via a survey of s-shopping participants in Sina Weibo, 303 responses were obtained to empirically test the research model. The results indicate that peers’ expertise and trustworthiness are significantly related to both types of social influence they could exert on a consumer. Further, consumers’ exchange of informational and emotional social support significantly facilitate social influence among them. This study contributes to both s-shopping and impulsive purchase literature by revealing the role of peer influence in consumers’ impulsive consumptions in the s-shopping setting. The practical implications are also illustrated in the paper.

报告人简介：

胡曦，中国科学技术大学管理学博士、香港城市大学信息系统博士，现为中国科学技术大学管理学院博士后，主要研究方向为电子商务（社交购物、冲动消费、社交媒体）和信息管理（风险信息管理，、信息搜索、信息分享）。学术论文发表在International Journal of Information Management，Natural Hazards ，Pacific Asia Conference on Information Systems等，其中已在国际主流SSCI期刊上发表论文2篇。