Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping
Online group buying is increasingly recognized as an important model of online commerce; however, research examining the antecedents of group buying remains limited. Drawing on the stimulus-organism-response framework and the social exchange theory, this study proposes an integrated model to explore...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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IEEE
2020-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/8941093/ |
| _version_ | 1818624200549597184 |
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| author | Jindi Fu Yuan Sun Yao Zhang Shuiqing Yang |
| author_facet | Jindi Fu Yuan Sun Yao Zhang Shuiqing Yang |
| author_sort | Jindi Fu |
| collection | DOAJ |
| description | Online group buying is increasingly recognized as an important model of online commerce; however, research examining the antecedents of group buying remains limited. Drawing on the stimulus-organism-response framework and the social exchange theory, this study proposes an integrated model to explore the impact of user similarity on social exchange and group buying behavior in the social commerce context. Using a survey of 233 respondents with group buying experience, we empirically validate the proposed model. The results largely support the proposed hypotheses, and the findings indicate that user similarity (i.e., internal and external similarity) is positively associated with social exchange (i.e., reciprocity, reputation, and trust), which in turn affects consumer group buying behavior. The three social exchange constructs are found to fully mediate the impact of user similarity on group buying behavior. The present study advances theoretical understanding of online consumer collaborative shopping from the perspective of user characteristics and provides some practical implications for vendors, consumers, and platform operators. |
| first_indexed | 2024-12-16T18:53:11Z |
| format | Article |
| id | doaj.art-80bcfcce76de484ea74fac4c92ead7a3 |
| institution | Directory Open Access Journal |
| issn | 2169-3536 |
| language | English |
| last_indexed | 2024-12-16T18:53:11Z |
| publishDate | 2020-01-01 |
| publisher | IEEE |
| record_format | Article |
| series | IEEE Access |
| spelling | doaj.art-80bcfcce76de484ea74fac4c92ead7a32022-12-21T22:20:36ZengIEEEIEEE Access2169-35362020-01-0181361137310.1109/ACCESS.2019.29619758941093Does Similarity Matter? The Impact of User Similarity on Online Collaborative ShoppingJindi Fu0https://orcid.org/0000-0002-3908-2950Yuan Sun1https://orcid.org/0000-0002-8659-1870Yao Zhang2https://orcid.org/0000-0002-2264-0637Shuiqing Yang3https://orcid.org/0000-0003-1864-814XSchool of Business Administration, Zhejiang Gongshang University, Hangzhou, ChinaSchool of Business Administration, Zhejiang Gongshang University, Hangzhou, ChinaSchool of Business Administration, Zhejiang Gongshang University, Hangzhou, ChinaSchool of Information Management and Engineering, Zhejiang University of Finance and Economics, Hangzhou, ChinaOnline group buying is increasingly recognized as an important model of online commerce; however, research examining the antecedents of group buying remains limited. Drawing on the stimulus-organism-response framework and the social exchange theory, this study proposes an integrated model to explore the impact of user similarity on social exchange and group buying behavior in the social commerce context. Using a survey of 233 respondents with group buying experience, we empirically validate the proposed model. The results largely support the proposed hypotheses, and the findings indicate that user similarity (i.e., internal and external similarity) is positively associated with social exchange (i.e., reciprocity, reputation, and trust), which in turn affects consumer group buying behavior. The three social exchange constructs are found to fully mediate the impact of user similarity on group buying behavior. The present study advances theoretical understanding of online consumer collaborative shopping from the perspective of user characteristics and provides some practical implications for vendors, consumers, and platform operators.https://ieeexplore.ieee.org/document/8941093/Group buying behavioronline collaborative shoppingreciprocityreputationsimilarity |
| spellingShingle | Jindi Fu Yuan Sun Yao Zhang Shuiqing Yang Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping IEEE Access Group buying behavior online collaborative shopping reciprocity reputation similarity |
| title | Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping |
| title_full | Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping |
| title_fullStr | Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping |
| title_full_unstemmed | Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping |
| title_short | Does Similarity Matter? The Impact of User Similarity on Online Collaborative Shopping |
| title_sort | does similarity matter the impact of user similarity on online collaborative shopping |
| topic | Group buying behavior online collaborative shopping reciprocity reputation similarity |
| url | https://ieeexplore.ieee.org/document/8941093/ |
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