An integrated model of consumers' decision-making process in social commerce: a cross-cultural study of the United States and China

Weisheng Chiu, Ga Eun (Grace) Oh, Heetae Cho

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

Purpose: The purpose of this study was to understand consumers' continuance intention to purchase in social commerce from an integrated perspective of the expectation confirmation model (ECM) and information adoption model (IAM). Moreover, the cultural difference between the United States and China was explored in the integrated model. Design/methodology/approach: A total of 1,589 responses were collected from American (n = 725) and Chinese consumers (n = 864). The partial least squares structural equation modeling (PLS-SEM) was applied to perform measurement assessment, structural model and multiple group analysis. Findings: Results showed that consumers' continuance intention to purchase in social commerce was significantly predicted by the integrated model. Within the ECM, confirmation of expectations positively affected information usefulness and satisfaction, and information usefulness positively influenced satisfaction, which further led to continuance intention. Moreover, within the IAM, both argument quality and source credibility positively affect information usefulness, which leads to information adoption and continuance intention to purchase in social commerce. In addition, the influences of information usefulness on information adoption and continuance intention to purchase in social commerce were stronger for American consumers. Originality/value: The findings of this study gain a better understanding of consumers' decision-making process and cultural differences between American and Chinese consumers.

Original languageEnglish
Pages (from-to)1682-1698
Number of pages17
JournalAsia Pacific Journal of Marketing and Logistics
Volume35
Issue number7
DOIs
Publication statusPublished - 27 Jun 2023

Keywords

  • Cultural difference
  • Decision-making process
  • Expectation confirmation model
  • Information adoption model
  • Social commerce

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