http://dx.doi.org/10.1002/asi.23340">
 

Document Type

Journal Article

Department/Unit

Department of Finance & Decision Sciences

Title

How online social interactions influence customer information contribution behavior in online social shopping communities: A social learning theory perspective

Language

English

Abstract

© 2015 ASIS&T. Online social shopping communities are transforming the way customers communicate and exchange product information with others. To date, the issue of customer participation in online social shopping communities has become an important but underexplored research area in the academic literature. In this study, we examined how online social interactions affect customer information contribution behavior. We also explored the moderating role of customer reputation in the relationship between observational learning and reinforcement learning as well as customer information contribution behavior. Analyses of panel data from 6,121 customers in an online social fashion platform revealed that they are significant factors affecting customer information contribution behavior and that reinforcement learning exhibits a stronger effect than observational learning. The results also showed that customer reputation has a significant negative moderating effect on the relationship between observational learning and customer information contribution behavior. This study not only enriched our theoretical understanding of information contribution behavior but also provided guidelines for online social shopping community administrators to better design their community features.

Keywords

customers, social networking, virtual communities

Publication Date

2015

Source Publication Title

Journal of the Association for Information Science and Technology

Volume

66

Issue

12

Start Page

2511

End Page

2521

Publisher

Wiley

ISSN (print)

23301635

ISSN (electronic)

23301643

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