Abstract
Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.
Original language | English |
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Pages (from-to) | 176-191 |
Journal | Computers in Human Behavior |
Volume | 93 |
DOIs | |
Publication status | Published - Apr 2019 |
Keywords
- Social commerce
- Social media marketing
- Perceived utilitarian value
- Perceived hedonic value
- Reposting intention and behavior
- WEBSITE DESIGN
- COMMUNICATION
- INTERNET
- MODEL
- TRUST
- DETERMINANTS
- ENVIRONMENTS
- MOTIVATION
- FRAMEWORK
- IMPACT