The role of live streaming in building consumer trust and engagement with social commerce sellers

The emergence of social commerce has brought substantial changes to both businesses and consumers. Hence, understanding consumer behavior in the context of social commerce has become critical for companies that aim to better influence consumers and harness the power of their social ties. Given that research on this issue is new and largely fragmented, it will be theoretically important to evaluate what has been studied and derive meaningful insights through a structured review of the literature. In this study, we conduct a systematic review of social commerce studies to explicate how consumers behave on social networking sites. We classify these studies, discuss noteworthy theories, and identify important research methods. More importantly, we draw upon the stimulus-organism-response model and the five-stage consumer decision-making process to propose an integrative framework for understanding consumer behavior in this context. We believe that this framework can provide a useful basis for future social commerce research. This study conducts a literature review of consumer behavior in social commerce.We review the research contexts, theories, and research methods of these studies.We propose a framework to elicit factors in consumers' decision-making process.The framework provides novel insights into how consumers behavior in this context.

Consumer behavior in social commerce

This research focuses on how price changes influence the observed pattern of brand competition. The paper begins with a basic utility model formulation and examines the implications of three major classes of preference distributions on the expected patterns of competition. A price-tier model is proposed to operationalize the theory and to allow predictive testing. The price-tier model is estimated on 28 brands across four product categories.The results show a specific asymmetric pattern of price competition. Higher-price, higher quality brands steal share from other brands in the same price-quality tier, as well as from brands in the tier below. However, lower-price, lower-quality brands take sales from their own tier and the tier below brands, but do not steal significant share from the tiers above. The results are consistent with a bimodal preference distribution, with the regular price indifference point being located toward the lower-quality end of the preference distribution for the categories analyzed.

Price-Induced Patterns Of Competition

Power of consumers using social media

Social commerce research: Definition, research themes and the trends

Purpose – To provide marketing and managerial insights to western companies selling denim jeans in China, specifically in Shanghai. Understanding consumers' perceptions of Western‐branded jeans in a cultural‐specific marketplace is the primary focus. Design/methodology/approach – Combined methods included observation of shoppers wearing jeans in two malls in Shanghai and an anonymous survey. A total of 219 surveys were analyzed and consumer‐perceived jeans attributes or related concepts were tabulated. Findings – About one third of the observed shoppers were wearing jeans, which signified a relatively high popularity of jeans as casual wear in Shanghai. The design and fashion of jeans were deemed highly critical but were superseded by comfort and fit. Shanghai consumers distinguished brand origins only between the West and the East instead of by specific countries. Dissatisfaction with price and fit were identified. Research limitations/implications – Questions were designed to screen out respondents who had not purchased and had no desire to purchase western denim jeans brands. Limiting the sample in this way offered some control for behavioral patterns, but conclusions are limited. Practical implications – Content analysis of an open‐ended question about consumers' perceptions of western‐branded jeans helped discern attributes of jeans that consumers deemed most important. Marketers of western jeans can develop effective marketing strategies in tune with consumer preferences. Originality/value – This paper researched consumers' perceptions of western denim jeans, a type of world dress, in a booming but foreign market in western eyes. The open‐ended question solicited consumers' free responses, which in turn helped pin‐point attributes of jeans that Chinese consumers value the most.

Chinese perceptions of western-branded denim jeans: A Shanghai case study

The purpose of our study was to examine the interrelationship among the perceived benefits of retail loyalty programs (i.e., monetary savings, exploration, entertainment, recognition, social benefits), program loyalty, and customer loyalty within the context of apparel retailing. Monetary savings, entertainment, and social benefits were found to be positive predictors of program loyalty. Furthermore, program loyalty fully mediated the effects of entertainment, recognition, and social benefits on customer loyalty, whereas it served as a partial mediator in the link between monetary savings and customer loyalty. The implications of retail loyalty programs are discussed, as are limitations and areas for future research.

Perceived Benefits of Retail Loyalty Programs: Their Effects on Program Loyalty and Customer Loyalty

Purpose – The purpose of this paper are to examine: first, whether the consumer style inventory (CSI) consumer decision-making styles were related to opinion seeking using electronic word of mouth (eWOM) in social networking sites (SNSs) and attitudes toward online social shopping using SNSs; and second, whether opinion seeking in SNSs and attitudes mediated the links between decision-making styles and intent to social shop online for apparel using SNSs. Design/methodology/approach – The conceptual foundation was based on Engel, Kollat, and Blackwell's model. In total, 304 college students who are SNS users provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings – Among the CSI consumer decision-making styles, novelty/fashion consciousness decision-making style was the most important antecedent of opinion seeking using eWOM. The brand consciousness decision-making style was the most important antecedent of favorable attitudes. Novel...

Consumer style inventory and intent to social shop online for apparel using social networking sites

Chinese Fashion: From Mao to Now

Upcycling used clothing could transform textile waste into raw materials for new fashion items. Our research goals were to add a longitudinal element to previous research which engaged female focus group participants in a collaborative upcycling project, to further understand motivations for upcycling used clothing, and to identify common characteristics of those who choose to upcycle. Upcycling behavior of 30 women (mean age 44, 87% Caucasian) was explored through questionnaires, in-depth interviews, and visual analysis. The study also aimed to determine the conditions under which upcycling used clothes might be most successful and to further study potential for a service or business. The findings will have practical implications for those interested in fostering sustainable best practices in clothing and for entrepreneurs to weigh the pros and cons of starting a new upcycling business.

Redesigning Fashion: An Analysis and Categorization of Women’s Clothing Upcycling Behavior

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