Social desire or commercial desire? The factors driving social sharing and shopping intentions on social commerce platforms

作者：

Highlights：

• We examine the drivers of social desire (SD) and commercial desire (CD) on SNS.

• The impact of SD and CD on social sharing and shopping intentions were also tested.

• CD has greater influence on social sharing and shopping intentions than SD.

• The factors driving SD and CD may vary by goals of using social commerce.

• Social identity cannot arouse the SD and CD of users on social commerce sites.

摘要

•We examine the drivers of social desire (SD) and commercial desire (CD) on SNS.•The impact of SD and CD on social sharing and shopping intentions were also tested.•CD has greater influence on social sharing and shopping intentions than SD.•The factors driving SD and CD may vary by goals of using social commerce.•Social identity cannot arouse the SD and CD of users on social commerce sites.

论文关键词：Social commerce,Goal-directed behavior model,Social desire,Commercial desire,Anticipated positive emotion,Social identity

论文评审过程：Received 19 April 2017, Revised 18 November 2017, Accepted 31 December 2017, Available online 4 January 2018, Version of Record 2 February 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2017.12.011