PACIS 2019 Proceedings
Abstract
China’srecentshifttoatwo-childpolicyhasimportantimplicationsforthemotherandbaby industryinChina.E-commerceplatformsofpregnancyandparentingarelikelytosee substantialgrowthinthecomingyears.Thispaperlooksatmothers’adoptionofe-commerce platformsofpregnancyandparenting.Wedevelopatheoreticalmodeltoexplainthejoint effectsofcontent,social,andprocessgratificationsandmothercharacteristicsontheir platformadoption.Themodelwillbetestedusingsurveydatafrome-commerceplatformsof pregnancyandparentinginChina.Thisstudywillenrichourunderstandingofmothers’ adoptionofe-commerceplatformofpregnancyandparentingandshouldbeofinteresttoIS researchersaswellaspractitionerswhowanttofurtherdeveloptheire-commerceplatform.
Recommended Citation
An, Jing and Myers, Michael, "Comparing Potential and Actual Mothers in Platform Adoption" (2019). PACIS 2019 Proceedings. 65.
https://aisel.aisnet.org/pacis2019/65