The Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment

The Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment

Yue Huang

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Lu Suo

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The Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment

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Abstract

The purpose of this study is to examine the impact of social capital including social interaction, shared language and trust on Chinese consumer online impulse buying in social commerce platforms. To verify the hypothesis, we surveyed the Chinese customers who have buying experiences of using social commerce by snowball sampling technique. After analyzing 548 valid data, we confirmed that three dimensions of social capital, social interaction, shared language and trust, positively affects both peer intrinsic motivation and peer extrinsic motivation. In addition, peer motivation exerts a positively impact on consumer impulse purchases on social commerce. The findings not only provide a new theoretical perspective for studying consumers’ impulse buying behavior in theory, but also have important implications for the online sellers in their follower’s groups to improve online marketing.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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How to Cite This Article

Yue Huang. 2021. \u201cThe Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment\u201d. Global Journal of Human-Social Science - H: Interdisciplinary GJHSS-H Volume 21 (GJHSS Volume 21 Issue H5): .

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GJHSS Volume 21 Issue H5
Pg. 53- 67

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Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-H Classification: FOR Code: 330204

Submission ReceivedFebruary 11, 2021
Peer Review Double Blind
Handling Editor
Accepted March 4, 2021
Published March 15, 2021

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July 3, 2021

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