Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective |
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| Institution: | 1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France;1. Institute for Economic Research, Hebei University of Economics and Business, Shijiazhuang 050061, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. Shenzhen University, China;2. Dongguan University of Technology, China;1. School of Business, Sun Yat-sen University, Guangzhou, China;2. School of Tourism Management, Sun Yat-sen University, Guangzhou, China;3. Business School, Foshan University, Foshan, China;4. Research Centre for Innovation & Economic Transformation, Research Institute of Social Sciences in Guangdong Province, China;1. Academy of Mathematics and Systems Science Chinese Academy of Sciences, Beijing, China;2. Beihang University, School of Economics and Management, Beijing, China;3. North China University of Technology, School of Economics and Management, Beijing, China;4. Chemical Industry Press, Beijing, China;5. Beijing Forestry University, Beijing, China |
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| Abstract: | To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce. |
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| Keywords: | Social commerce Impulse-buying Trust transfer Urge to purchase Brand familiarity |
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