Media or message, which is the king in social commerce?: An empirical study of participants' intention to repost marketing messages on social media
Wang,Wei Chen,Renee Rui Ou,Carol Ren,Steven Jifan
Wang,Wei
Chen,Renee Rui
Ou,Carol
Ren,Steven Jifan
Abstract
Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.
Description
Date
2019-04
Journal Title
Journal ISSN
Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
Social commerce, Social media marketing, Perceived utilitarian value, Perceived hedonic value, Reposting intention and behavior, WEBSITE DESIGN, COMMUNICATION, INTERNET, MODEL, TRUST, DETERMINANTS, ENVIRONMENTS, MOTIVATION, FRAMEWORK, IMPACT
Citation
Wang, W, Chen, R R, Ou, C & Ren, S J 2019, 'Media or message, which is the king in social commerce? An empirical study of participants' intention to repost marketing messages on social media', Computers in Human Behavior, vol. 93, pp. 176-191. https://doi.org/10.1016/j.chb.2018.12.007