Understanding users intention for cross-platform sharing in the content e-commerce platform
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Abstract
This research aims to investigate content e-commerce platform users’ intention towards sharing commercial content on social networking services. A dataset of 257 questionnaires were collected and the structural equation modelling results were adopted to examine the research hypotheses. The research findings indicate that perceived autonomy, perceived relatedness, relative advantage, compatibility, complexity, observability could motivate content e-commerce platform users' content-sharing intention. Based on the results, several implications are drawn on for entrepreneurs and e-commerce operators to effectively generate content on content e-commerce platform, which promotes customers’ cross-platform sharing intention and improve the likelihood of marketing success.
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Published In
July 2020
312 pages
ISBN:9781450388016
DOI:10.1145/3414752
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Association for Computing Machinery
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Publication History
Published: 18 November 2020
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- Research-article
- Research
- Refereed limited
Funding Sources
- Guangdong Province Educational Science Plan 2019
- Guangdong Province Bachelor and Postgraduate Education Innovation Research Project
- Guangdong Province Soft Science Project
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ICEME '20
ICEME '20: 2020 The 11th International Conference on E-business, Management and Economics
July 15 - 17, 2020
Beijing, China
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