Record Details

Effect of Social Presence on Intention to Purchase in Social Network Environment

WMS Journal of Management

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Field Value
 
Title Effect of Social Presence on Intention to Purchase in Social Network Environment
 
Creator Kittiphansophon, U-sa
 
Description A lack of social presence and interactivity elements is claimed to be one of the major weaknesses that hinders the growth of traditional e-commerce. With its interactive features, social network site enhances buyers’ perception of social presences and interactivity in an online environment.  That is the reason social commerce is widely recognized in current literature. Based on the social presence theory, this study develops a model to investigate the effects of perceived social presence on other variables. Our results indicate that (1) perceived social presence has an effect on both interactivity and trust of seller, (2) interactivity has an effect on familiarity and trust of seller, (3) familiarity has no effect on trust of seller but has an effect on purchase intention and (4) trust of seller has a smaller effect on purchase intention than on familiarity
 
Publisher วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์
WMS Journal of Management
 
Date 2016-01-24
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Original Articles Commentary
 
Format application/pdf
 
Identifier https://tci-thaijo.org/index.php/wms/article/view/47198
 
Source วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์; Vol 5 No 1 (2016): January - April 2016; 1-12
WMS Journal of Management; Vol 5 No 1 (2016): January - April 2016; 1-12
2286-718X
 
Language eng
 
Relation https://tci-thaijo.org/index.php/wms/article/view/47198/39103
 
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