PACIS 2019 Proceedings


Social commerce has become an important emerging issue on the Internet. Researchers have studied not only online factors but also offline factors. Hence, this study investigated the effect of social anxiety, an offline psychological characteristic, on online users’ behavior. Online social interactions are hypothesized to influence social commerce intention directly or indirectly through online social support. Online social support is divided into two forms, informational and emotional. Social commerce intention is also decomposed into receiving and giving resulting in eight causal relationships. 427 effective samples are collected from Facebook users, and the results confirmed most of the causal effects of the research model. The Study also tested the moderating effect of social anxiety on all of the causal effects. Out of the eight relationships, social anxiety significantly moderates four of them. Findings of the results lead to significant theoretical contributions and managerial implications. Limitation and future research directions are also discussed.