The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework |
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| Institution: | 1. School of Economics and Finance, Xi''an Jiaotong University, Xi''an, 710061, Shaanxi, China;2. Shaanxi Key Laboratory of E-Commerce & E-Government, China;1. School of Business, Guilin University of Electronic Technology, Guilin, Guangxi, China;2. Management School of Hainan University, Haikou, Hainan, China;3. College of Digital Economics,Nanning University, Nanning, Guangxi, China;4. School of Management, Jinan University, Guangzhou, China;5. Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China;6. School of Communication, The Hang Seng University of Hong Kong, China;1. XLRI - Xavier School of Management, Jamshedpur, India;2. Indian Institute of Management, Kashipur, India;1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, 450046, China;2. School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, 200433, China |
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| Abstract: | Although cross-border e-commerce (CBEC) has experienced rapid development, severe issues remain, including information asymmetry and uncertainty. Social commerce platforms have emerged to provide consumers with new approaches to solving these issues and enabling shopping decisions. However, there is still a dearth of knowledge about the underlying mechanism that explains why and how CBEC consumers employ social commerce platforms to facilitate information processing. To address this critical issue, we employed SEM and ANN analytical approaches to examine the research model developed from the motivation-opportunity-ability (MOA) framework. The results revealed associations between the identified motivational factors (information seeking, serendipity, relaxation, and symbolic motivation), opportunity factors (time availability, platform empowerment, and electronic Word-of-Mouth), the ability factor (self-efficacy), involvement, and purchase intentions. In addition, an importance ranking of the most critical drivers of consumers’ shopping decisions was derived from various antecedents. |
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| Keywords: | Cross-border e-commerce Social commerce MOA SEM ANN |
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