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Exploring the contingent effect of community equity on users’ intention to share information
journal contribution
posted on 2019-08-01, 00:00 authored by Kristijan MirkovskiKristijan Mirkovski, C Yin, L Liu, J YangAdvancements in social commerce sites have enabled users to share and exchange product- or consumption-related information and/or experiences. Despite the growing popularity of social commerce sites, theoretical understanding of users’ intentions to share information in this new social media platform remains largely unexplored. In this study, we address the question of what motivates users’ intentions to share information in social commerce sites. We extend the literature on information sharing behavior by considering the novel context of social commerce and examining the effects of psychological motivations. Drawing on the social cognitive theory and equity theory, we further explore the moderating role of community equity on the relationship between psychological motivations and users’ intentions to share information. The analysis of survey data collected from 1089 social commerce users confirms our hypotheses. Our study advances the theoretical understanding of information sharing in this new social media context and provides guidelines for improving the features of social commerce sites.
History
Journal
Information systems frontiersVolume
21Issue
4Pagination
845 - 860Publisher
SpringerLocation
New York, N.Y.Publisher DOI
ISSN
1387-3326eISSN
1572-9419Language
engPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2017, Springer Science+Business Media, LLCUsage metrics
Keywords
Intention to share informationSocial commerce sitesCommunity equityPsychological motivationsScience & TechnologyTechnologyComputer Science, Information SystemsComputer Science, Theory & MethodsComputer ScienceSTRUCTURAL EQUATION MODELSSOCIAL COMMERCEVIRTUAL COMMUNITIESKNOWLEDGE CONTRIBUTIONSOFTWARE DEVELOPERSHIGH-QUALITYSYSTEMSTRUSTCONSUMERSBEHAVIORInformation Systems
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