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Literature review demonstrates that social motivation has not been researched systematically and comprehensively. This study aims at filling the void by exploring the components of social motivation as well as examining the impact of these component on consumers' intention to engage in online social shopping. The results of pilot and main study indicate that social motivation involves five components, namely social browsing, social bonding, opinion showing, power seeking and social association. Moreover, all these components affect intention to engage in online social shopping. This study has therefore contribution in both academic and practical aspects.

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Issue: Vol 1 No Q5 (2017)
Page No.: 32-43
Published: Nov 27, 2018
Section: Research article

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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Nguyen, K., Le, H., & Ho, T. (2018). Social motivation in online social shopping. VNUHCM Journal of Economics, Business and Law, 1(Q5), 32-43.

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