Kwahk, K. Y., & Kim, B. (2017). Effects of social media on consumers’ purchase decisions: evidence from Taobao. Service Business, 11(4), 803-829.

https://doi.org/10.1007/s11628-016-0331-4

Abstract
Given the rapid growth of social media, it is important to understand the effects of social media on consumers’ purchase decisions in the e-commerce environment. However, although some e-commerce sites have started to link themselves to social media to enhance user interactions, previous studies of social media and service management have shed little light on the effects of social media on consumers’ purchase decisions. This study proposes a theoretical research model that includes social media factors, social impact transfer factors, and e-commerce outcome factors. We posit social interaction ties and social media commitment as key elements of social media. An online questionnaire was conducted to test the research model and hypotheses based on survey data collected from Taobao, the largest e-commerce site in China. The analysis results indicate that social interaction ties have significant positive effects on social impact transfer factors and trust in online vendor, whereas they do not directly influence visit intention. Social media commitment plays a crucial role in increasing social impact transfer factors and e-commerce outcomes. The findings reveal the different effects of normative and informational social influences on consumer purchase decisions. Further implications are discussed.

연구의의

본 연구는 소셜 미디어 배경과 사회적 영향 요인, 전자 상거래 결과 요인을 포함하는 이론적 연구 모델을 제안하고, 이를 통해서 소셜 미디어가 소비자 구매결정에 미치는 영향을 실증적으로 분석함. 본 연구결과에 따르면 소셜 미디어를 접목한 소비자의 전자상거래 환경에서 사회적 상호 작용 관계가 증가할수록 사회적 영향 전달 요소 및 온라인 공급 업체에 대한 신뢰가 증가하는 것으로 나타남. 또한, 본 연구는 소셜 미디어상의 정보적 사회 영향과 규범적 사회 영향이 구매의사결정에 서로 다른 영향관계를 주는 것을 실증적으로 분석하여 새로운 이론적 실무적 함의를 제안함.