As a newly evolved emergence from e-business, social commerce has attracted increasingly attention from both researchers and practitioners. Distinguished from the majority of extant research paradigm, the current empirical study extends social commerce research into cross-cultural context and unveils the underlying mechanism through which two dimensions of social media usage (informational and socializing) impact user’s intention to purchase on social commerce websites, thereby facilitating online shopping behaviors. In addition, the research demonstrates the role of cultural distance as a boundary condition attenuating the positive effects of social media usage in cross-cultural social commerce application. Research implications and limitations for future venues are also discussed.
Hu, Shangui; Liu, Jiashu; and Wang, Guoyin, "Online Shopping Behavior in Cross-cultural Context: An Empirical Research in China" (2019). WHICEB 2019 Proceedings. 39.