Online Consumer Behaviors And Social Networking - 1822 Words

ABSTRACT With businesses seeking to seize the momentum of social media and social networking, technology-enabled social commerce has emerged to combine the power of online social networking with shopping. This study examines an emerging area in E-commerce, i.e., social commerce. Extending the online consumer behavior typology, this study categorizes online consumer behaviors into three types: transactional, informational, and social. While traditional E-commerce supports the transactional and informational aspects of online shopping, social commerce fulfils the social aspects of shopping, and potentially enhances the informational aspect as well. This research examines the online shopper as a prospective user of an emerging social commerce platform, the social shopping website, which are sites designed specifically to support social interactions while online consumers shop. The study augments the Technology Acceptance Model with constructs that enhance the specificity of the model to the soci al shopping application of social commerce. The model was empirically tested and supported. The results provide empirical evidence to support the importance of distinguishing the social aspect of shopping from the information and transactional aspects, as well as the potential advantage to using technology to promote social interactions on E-commerce sites. Implications and future research are discussed. Keywords: E-commerce, internet, shopping, social networking Ecommerce and theShow MoreRelatedThe Mixed Benefits Of Social Media1511 Words   |  7 PagesMixed Benefits of Social Media When people want to look for love, they look at eharmony.com. If they want to see what others are doing, they take a look at Facebook. Individuals who want to live in a better neighborhood look for Realtor.com. 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