A recent research study published in the International Journal of e-Collaboration (IJeC) has explored the relationship between social presence, online social capital, and social commerce (s-commerce) behavior. The study used an online survey and analyzed the collected data through a structural equation model (SEM).
The findings of the study showed that social presence has a direct connection with online social capital, including both bonding and bridging. However, social presence was not found to have a significant connection with s-commerce behavior, such as sharing and shopping. But the cluster model suggested that social presence does have a meaningful impact on social sharing and shopping intentions.
Additionally, the study confirmed that online social capital and s-commerce intentions are positively related to social interaction. The results also showed that social capital serves as a complementary mediator between the two.
The authors of the study suggest that the findings can provide useful guidance for both consumers and scholars. They recommend creating a user-preferred s-commerce environment that allows for personalized services and easier access to valuable purchase-related information.
Overall, the study highlights the importance of considering social presence in the context of online social capital and s-commerce behavior.
Hossain, M. A., Yesmin, N., Jahan, N., & Reza, S. M. (2023). Effect of Social Presence on Behavioral Intention to Social Commerce Through Online Social Capital. International Journal of e-Collaboration (IJeC), 19(1), 1-23. http://doi.org/10.4018/IJeC.315779
