Exploring the Contingent Effect of Community Equity on Users’ Intention to Share Information

Abstract

Advancements in social commerce sites have enabled users to share and exchange product- or consumption-related information and/or experiences. Despite the growing popularity of social commerce sites, theoretical understanding of users’ intentions to share information in this new social media platform remains largely unexplored. In this study, we address the question of what motivates users’ intentions to share information in social commerce sites. We extend the literature on information sharing behavior by considering the novel context of social commerce and examining the effects of psychological motivations. Drawing on the social cognitive theory and equity theory, we further explore the mo..