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

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

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

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.

Research Area(s)

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

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