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The Effect of Flow on Users' Social Shopping Intention

The Effect of Flow on Users' Social Shopping Intention
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Author(s): Tao Zhou (School of Management, Hangzhou Dianzi University, China)
Copyright: 2022
Volume: 14
Issue: 1
Pages: 16
Source title: International Journal of Information Systems in the Service Sector (IJISSS)
Editor(s)-in-Chief: John Wang (Montclair State University, USA)
DOI: 10.4018/IJISSS.2022010101

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Abstract

The application of mobile technologies such as 4G has triggered social commerce development. However, due to the perceived uncertainty and risk, users may obtain a poor experience when conducting social shopping. Integrating both perspectives of social support and network externality, this research examined users’ flow experience associated with social shopping. The results indicated that both emotional support and network externality affect flow, which in turn affects identification and social shopping intention. The results imply that companies need to create a supportive climate and utilize network externality to improve users’ experience and facilitate their shopping behaviour.

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