PACIS 2020 Proceedings


The development of social media has facilitated a new type of electronic commerce, called social commerce. Evidence from academic literature and industrial statistic indicates that users’ impulsive purchase behavior may lead to considerable economic benefit for the social commerce platform, yet relatively few scholars focus on this topic in the social commerce context. Drawing upon the technology attractiveness framework, the present study proposes a research model that explains how different dimensions of attractiveness influence users’ flow experience and positive affect, which ultimately induce their actual impulsive purchase behavior. To verify these associated hypotheses, we conduct a two-stage online survey. Users in China who have usage experience on social commerce platforms will be surveyed to test our proposed model. The research design and expected implications will be discussed.



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