Influence of Community Design on Line User Behaviours in Cross-Border E-Commerce
- DOI
- 10.2991/icmesd-18.2018.131How to use a DOI?
- Keywords
- Interactivity, Social presence, Common identity attachment, Common bond attachment, Cross-border E-commerce.
- Abstract
With the rapid development of the cross-border online shopping market, virtual experience has increasingly been the object of study in recent years. A growing number of studies have reported the positive effect that virtual experience can have on a user’s mood. However, few studies have investigated the influence of the mechanism of virtual experience on users’ identity and bond. To compensate for this research gap, this study aims to evaluate consumers’ virtual experience by examining the flow state in online shopping environment. To provide a deeper understanding of how cross-border e-commerce accounts can effectively engage consumer, this study examines the social aspects of the cross-border e-commerce context by focusing on social presence. This study investigates the relationships among interactivity, perceived value, social presence, common identity and common bond. Though an experiment with 908 Ali express users, the study finds that all hypotheses are supported. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to cross-border e-commerce accounts.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yu-Ping Wu AU - Hong Jin AU - Chih-Hsuan Huang PY - 2018/05 DA - 2018/05 TI - Influence of Community Design on Line User Behaviours in Cross-Border E-Commerce BT - Proceedings of the 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018) PB - Atlantis Press SP - 750 EP - 760 SN - 2352-5428 UR - https://doi.org/10.2991/icmesd-18.2018.131 DO - 10.2991/icmesd-18.2018.131 ID - Wu2018/05 ER -