Proceedings of The 4th World Conference on Management, Business and Economics
Year: 2022
DOI: https://www.doi.org/10.33422/4th.worldmbe.2022.12.10
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Investigating the Drivers to Covert Social Media Members to Customers
Yueh-Wei Chen, I-ping Chiang
ABSTRACT:
Social commerce resources are abundant, providing rich information and guiding purchases, making it easier for consumers to obtain goods and gradually getting used to this consumption and purchase mode. This study takes Facebook and instagram social fan groups as examples to explore the impact of social characteristics and social participation on guided purchase behavior. This study classified fans of Facebook and instagram communities (category A, category B, category C). A total of 212 valid samples were collected and statistically analyzed using ANOVA and Scheffe. The Scheffe values of each item were less than 0.005 and ANOVA The results are remarkable. The results show that there are differences in social characteristics (uniqueness, similarity, informativeness) and social participation and behaviors (social participation, parasocial interaction (PSI)) among members of the guidance/purchase subgroup. The Influence of social characteristics and social participation on guided purchase behavior.
keywords: Social commerce, Social network fan club, Social marketing technique, Guided purchase behavior groups