Exploring factors affecting social e-commerce service adoption

The case of Facebook Gifts

Stanislav Mamonov, Raquel Benbunan-Fich

Research output: Contribution to journalArticleResearchpeer-review

11 Citations (Scopus)

Abstract

Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices.

Original languageEnglish
Pages (from-to)590-600
Number of pages11
JournalInternational Journal of Information Management
Volume37
Issue number6
DOIs
StatePublished - 1 Dec 2017

Fingerprint

facebook
electronic business
gift
social factors
commerce
networking
Innovation
Social Norms
conflict potential
technical innovation
privacy
revenue
innovation
trend
evidence
Values

Keywords

  • Gift exchanges
  • Privacy concerns
  • Social commerce
  • Social network sites
  • Technology adoption

Cite this

@article{8c788322aac646f6ae3d5fe55991355f,
title = "Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts",
abstract = "Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices.",
keywords = "Gift exchanges, Privacy concerns, Social commerce, Social network sites, Technology adoption",
author = "Stanislav Mamonov and Raquel Benbunan-Fich",
year = "2017",
month = "12",
day = "1",
doi = "10.1016/j.ijinfomgt.2017.05.005",
language = "English",
volume = "37",
pages = "590--600",
journal = "International Journal of Information Management",
issn = "0268-4012",
publisher = "Elsevier Ltd",
number = "6",

}

Exploring factors affecting social e-commerce service adoption : The case of Facebook Gifts. / Mamonov, Stanislav; Benbunan-Fich, Raquel.

In: International Journal of Information Management, Vol. 37, No. 6, 01.12.2017, p. 590-600.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Exploring factors affecting social e-commerce service adoption

T2 - The case of Facebook Gifts

AU - Mamonov, Stanislav

AU - Benbunan-Fich, Raquel

PY - 2017/12/1

Y1 - 2017/12/1

N2 - Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices.

AB - Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices.

KW - Gift exchanges

KW - Privacy concerns

KW - Social commerce

KW - Social network sites

KW - Technology adoption

UR - http://www.scopus.com/inward/record.url?scp=85021432797&partnerID=8YFLogxK

U2 - 10.1016/j.ijinfomgt.2017.05.005

DO - 10.1016/j.ijinfomgt.2017.05.005

M3 - Article

VL - 37

SP - 590

EP - 600

JO - International Journal of Information Management

JF - International Journal of Information Management

SN - 0268-4012

IS - 6

ER -