An empirical investigation of information sharing behavior on social commerce sites

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

93 Scopus Citations
View graph of relations


Related Research Unit(s)


Original languageEnglish
Pages (from-to)686-699
Journal / PublicationInternational Journal of Information Management
Issue number5
Online published6 May 2016
Publication statusPublished - Oct 2016


Social commerce sites (SCSs), a new model of social media, provide fertile ground for customers to communicate their opinions and exchange product- or service- related information. Given the significant opportunities related to the use of social media data for customers' insight, we explore the factors driving information sharing behavior on SCSs. In this paper, we propose and empirically test a comprehensive theoretical model for customer information sharing behavior through analysis of online survey data as well as network and behavioral usage data of over four months from 1177 customers in a SCS. The research model was empirically validated with the use of both subjective and objective data in a longitudinal setting. Our results show that customer information sharing is influenced by both individual (i.e., reputation and the enjoyment of helping others) and social capital (i.e., out-degrees' post, in-degrees' feedback, customer expertise and reciprocity) factors. This study contributes to the existing literature by highlighting the role of directed social network in customer information sharing behavior on SCSs. We believe that the results of our study offer important insights to the IS research and practice.

Research Area(s)

  • Customer information sharing behavior, Social commerce sites, Directed social network, Social media, Social capital, Panel data, Survey, Longitudinal study, WORD-OF-MOUTH, WEAK TIES, KNOWLEDGE CONTRIBUTION, LONGITUDINAL ANALYSIS, SHOPPING COMMUNITIES, ONLINE COMMUNITIES, USER SATISFACTION, INTEGRATIVE MODEL, SPECIAL-ISSUE, I SHARE