An empirical investigation of information sharing behavior on social commerce sites |
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| Institution: | 1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, UK;2. Department of Information Systems, College of Information Technology, Universiti Tenaga Nasional (UNITEN), Malaysia;3. School of Business, Economics and Informatics, Birkbeck, University of London, Malet Street, Bloomsbury, London WC1E 7HX, UK;4. FRICS, Curtin University, GPO Box U1987, Perth, Western Australia 6845, Australia;1. Newcastle University Business School, Newcastle, UK;2. School of Business, Economics and Informatics, Birkbeck University of London, London UK |
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| Abstract: | Social commerce sites (SCSs), a new model of social media, provide fertile ground for customers to communicate their opinions and exchange product- or service- related information. Given the significant opportunities related to the use of social media data for customers’ insight, we explore the factors driving information sharing behavior on SCSs. In this paper, we propose and empirically test a comprehensive theoretical model for customer information sharing behavior through analysis of online survey data as well as network and behavioral usage data of over four months from 1177 customers in a SCS. The research model was empirically validated with the use of both subjective and objective data in a longitudinal setting. Our results show that customer information sharing is influenced by both individual (i.e., reputation and the enjoyment of helping others) and social capital (i.e., out-degrees’ post, in-degrees’ feedback, customer expertise and reciprocity) factors. This study contributes to the existing literature by highlighting the role of directed social network in customer information sharing behavior on SCSs. We believe that the results of our study offer important insights to the IS research and practice. |
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| Keywords: | Customer information sharing behavior Social commerce sites Directed social network Social media Social capital Panel data Survey Longitudinal study |
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