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Westminsterresearch the Role of Knowledge Share, Satisfaction WestminsterResearch http://www.westminster.ac.uk/westminsterresearch The Role of Knowledge Share, Satisfaction, Social Commerce Usage Experience on Smart Mobile Device User’s Purchase Intentions: Evidence from South Korean Consumers Kwon, K. This is an electronic version of a PhD thesis awarded by the University of Westminster. © Mr Kyung Kwon, 2018. The WestminsterResearch online digital archive at the University of Westminster aims to make the research output of the University available to a wider audience. Copyright and Moral Rights remain with the authors and/or copyright owners. Whilst further distribution of specific materials from within this archive is forbidden, you may freely distribute the URL of WestminsterResearch: ((http://westminsterresearch.wmin.ac.uk/). In case of abuse or copyright appearing without permission e-mail [email protected] The Role of Knowledge Share, Satisfaction, Social Commerce Usage Experience on Smart Mobile Device User’s Purchase Intentions: Evidence from South Korean Consumers Kyung-Joon Kwon A Thesis submitted in partial fulfilment of the requirements of the University of Westminster for the degree of Doctor of Philosophy March 2018 Abstract This thesis analyses the factors that contribute to consumers’ intention to make online purchases via smart mobile devices. To examine consumers’ purchase intentions, frameworks described in the marketing and information system literatures were integrated, and a theoretical framework was then proposed. In total, 498 Korean consumers were recruited to participate in the study, and structural equation modelling was used to examine the proposed model. The results confirm that (1) consumers’ mobile commerce usage experience positively influences their usage experience with social commerce sites, their satisfaction toward social commerce sites, and their intentions to share knowledge; (2) usage experience with social commerce sites has a significant impact on consumers’ intention to purchase; (3) satisfaction toward social commerce sites has a positive influence on consumers’ intention to purchase; and (4) consumers’ intention to share knowledge positively influences their intention to purchase. Implications are drawn for both academics and practitioners, providing directions for future research. Keywords: mobile commerce, social commerce, satisfaction, knowledge sharing Contents LIST OF FIGURES ..................................................................................................... I LIST OF TABLES ..................................................................................................... II CHAPTER 1 INTRODUCTION ................................................................................... 1 1.1. Introduction ..................................................................................................................................... 1 1.2. Mobile Technology and Social Media’s Influence on the Retail Industry .................................. 2 1.3. Gaps in the Literature ..................................................................................................................... 3 1.4. Research Aim and Objectives ......................................................................................................... 5 1.5. Research Methodology .................................................................................................................... 5 1.6. Structure of the Thesis .................................................................................................................... 6 CHAPTER 2 LITERATURE REVIEW ........................................................................... 8 2.1. Introduction ..................................................................................................................................... 8 2.2. Electronic Commerce ...................................................................................................................... 8 2.2.1. Consumers’ attitudes towards e-commerce .............................................................................. 11 2.2.2. Consumers’ preference shift to e-commerce ............................................................................ 11 2.3. M-Commerce ................................................................................................................................. 14 2.3.1. Mobile technology ................................................................................................................... 17 2.3.2. Mobile consumer personalisation ............................................................................................. 19 2.3.3. M-Commerce characteristics .................................................................................................... 19 2.4. Online Social Interaction .............................................................................................................. 20 2.4.1. The Internet and computer-mediated communication .............................................................. 20 2.4.2. Online community .................................................................................................................... 21 2.5. Social Commerce ........................................................................................................................... 23 2.5.1. Social media ............................................................................................................................. 29 2.5.2. Social networks ........................................................................................................................ 34 2.6.2. SNS .......................................................................................................................................... 37 2.5.3. Online forums .......................................................................................................................... 40 2.5.4 Streaming media ....................................................................................................................... 40 2.5.5. Blogs ........................................................................................................................................ 41 2.5.6. Micro-blogs .............................................................................................................................. 42 2.5.7. Consumer review websites ....................................................................................................... 43 2.6. Knowledge ...................................................................................................................................... 45 2.6.1. Knowledge management .......................................................................................................... 47 2.6.2. Knowledge sharing................................................................................................................... 50 2.6.3. Motivation to share knowledge ................................................................................................ 52 2.6.4. Individual attitudes ................................................................................................................... 55 2.6.5. Social relations ......................................................................................................................... 58 2.6.6. Word-of-mouth/Electronic word-of-mouth .............................................................................. 59 2.6.7. Barriers to sharing knowledge online ....................................................................................... 60 2.7. Satisfaction ..................................................................................................................................... 61 2.8. Overview of Theoretical Background and Framework ............................................................. 63 2.8.1. The Theory of Reasoned Action (TRA) ................................................................................... 64 2.8.2. The Theory of Planned Behaviour (TPB) ................................................................................ 66 2.8.3. Technology Acceptance Model (TAM) ................................................................................... 68 2.8.4. Social Impact Theory ............................................................................................................... 73 2.8.5. Social exchange theory ............................................................................................................ 75 2.9. Critical Overview ........................................................................................................................... 78 2.10. Summary ...................................................................................................................................... 79 CHAPTER 3 RESEARCH FRAMEWORK AND HYPOTHESES ...................................... 80 3.1. Explanation of the Framework..................................................................................................... 80 3.2. Proposed Framework .................................................................................................................... 81 3.2.1. M-Commerceusage experience (perceived ease of use and perceived usefulness) .................. 83 3.2.2. Satisfaction ............................................................................................................................... 84 3.2.3. Knowledge sharing..................................................................................................................
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