Social motivation for the use of social technologies An empirical examination of social commerce site users

Abstract

Purpose: The purpose of this paper is to investigate the nature of the underlying social motivation, including collective norm and subjective norm, which shapes users’ decisions to revisit a social commerce site. Design/methodology/approach: Structural equation modeling was used to evaluate the research model using data from a survey of 531 social commerce users. Findings: Results support the importance of subjective and collective norms as measures of social norm. Both norms were combined to: develop a parsimonious higher order measure of social motivation, and examine the consequent impact on social commerce continuance behavior. In addition, the authors demonstrate that the factors that i..