The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals

This study aims to understand how the characteristics of online social network structure can impact consumer purchase intention through network involvement. We propose and analyse that a consumer's decision for purchasing from the deal-of-the-day Websites is affected by the characteristics of t...

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Bibliographic Details
Published in:Global economic review 2014, 43(1), , pp.25-41
Main Authors: Park, Min-Sook, Shin, Jong-Kuk, Ju, Yong
Format: Article
Language:English
Subjects:
Centrality
Cognition
Consumers
Internet
Network Analysis
Network centrality
network involvement
Online social network structure
Participation
purchase intention
S-O-R framework
social commerce
Social network analysis
Social Networks
Social Services
경제학
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Summary:This study aims to understand how the characteristics of online social network structure can impact consumer purchase intention through network involvement. We propose and analyse that a consumer's decision for purchasing from the deal-of-the-day Websites is affected by the characteristics of the online social network structure through consumers' network involvement. The results of this study are: Tie strength, network density, network centrality and homophily will increase both social networking service (SNS) users' affective involvement and cognitive involvement to the online social network, both of which will increase their purchase intention of the recommended deals by their friends in SNS.
ISSN:1226-508X
1744-3873
DOI:10.1080/1226508X.2014.884047