“They bought it, therefore I will buy it”: The effects of peer users' conversion as sales performance and entrepreneurial sellers' number of followers as relationship performance in mobile social commerce

作者：

Highlights：

• Two experiments test social learning theory and KPI literature in social commerce.

• Study 1 tests effects of consumers' conversion (entrepreneurs' sales performance).

• Study 2 tests sales performance x relationship performance-interaction effects.

• The power of peer consumers' conversion is confirmed in mobile social commerce.

• Entrepreneurial sellers' numbers of followers matter in mobile social commerce.

摘要

•Two experiments test social learning theory and KPI literature in social commerce.•Study 1 tests effects of consumers' conversion (entrepreneurs' sales performance).•Study 2 tests sales performance x relationship performance-interaction effects.•The power of peer consumers' conversion is confirmed in mobile social commerce.•Entrepreneurial sellers' numbers of followers matter in mobile social commerce.

论文关键词：Mobile advertising,Mobile social commerce,Key performance indicators (KPIs),Social learning theory,Conversion,Followers,Entrepreneurial talent,Entrepreneurship,COVID-19 Pandemic

论文评审过程：Received 25 September 2021, Revised 23 January 2022, Accepted 26 January 2022, Available online 31 January 2022, Version of Record 15 February 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107212