Social motivation in online social shopping

Abstract

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.