The impact of imitation on Chinese social commerce buyers’ purchase behavior : The moderating role of uncertainty

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

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Original languageEnglish
Article number102262
Journal / PublicationInternational Journal of Information Management
Volume56
Online published9 Nov 2020
Publication statusPublished - Feb 2021

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Publisher's Copyright Statement
  • © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/.
Link to Scopus https://www.scopus.com/record/display.uri?eid=2-s2.0-85096372591&origin=recordpage
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(8af11437-79ca-4796-b6fd-9b05120edd61).html

Abstract

The purpose of this study is to explore how buyers’ imitation of others’ online behavior is positively associated with purchase behavior. In addition, we consider the moderating role that product uncertainty, seller uncertainty and product fit uncertainty play in the relationship between imitation and purchase behavior. Users in China who have purchase experience on Xiaohongshu were chosen to test the hypotheses. Finally, longitudinal data from 282 respondents was collected. The findings show that imitation has a positive impact on purchase intention. Purchase intention positively affects actual purchase behavior. Product uncertainty and product fit uncertainty positively moderate the relationship between imitation and purchase intention. But seller uncertainty doesn't moderate the relationship between imitation and purchase intention. Both theoretical and practical contributions are also considered. © 2020 Elsevier Ltd. All rights reserved.

Research Area(s)

  • Imitation, Purchase behavior, Purchase intention, Social commerce, Uncertainty

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100
Chinese Social Sciences
100
Behavior Social Sciences
100
Purchase Social Sciences
100
Imitation Social Sciences
100
Uncertainty Social Sciences
100
Social Commerce Social Sciences
100
Buyers Keyphrases
100
Moderating Role Keyphrases
100
Purchase Behavior Keyphrases
100
china INIS
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Citation Format(s)

[ RIS ] [ BibTeX ]
The impact of imitation on Chinese social commerce buyers’ purchase behavior: The moderating role of uncertainty. / Chen, Xiayu; Li, Yanrui; Davison, Robert M. et al.
In: International Journal of Information Management, Vol. 56, 102262, 02.2021.

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

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