The pursuit of conversion: Effects of mediating channels on product choices and purchase propensities in social commerce platforms

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This study elucidates the effectiveness of intermediary channels in driving sales at social commerce sites (SCSs). Using a panel data, we investigate how the external intermediary channels through which consumers arrive at SCSs influence product choice and purchase likelihood. In addition, we scrutinize the extent to which product categories with varying quality moderate the relationship between consumers' channel-related behaviors and purchase propensities. Furthermore, we examine how external channels
Publisher
Association for Information Systems
Issue Date
2015-12
Language
English
Citation

2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015

URI
http://hdl.handle.net/10203/219106
Appears in Collection
MT-Conference Papers(학술회의논문)
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