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What motivates members to transact on social C2C communities? A theoretical explanation

The Journal of consumer marketing, 2020-02, Vol.37 (4), p.399-411 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2020 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/JCM-04-2019-3174

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  • Title:
    What motivates members to transact on social C2C communities? A theoretical explanation
  • Author: Trehan, Deepak ; Sharma, Rajat
  • Subjects: Advertising ; Brand loyalty ; Communication ; Community ; Consumers ; Design ; Media richness ; Researchers ; Social capital ; Social networks ; Social research ; Studies ; Theory ; Virtual communities ; Web sites
  • Is Part Of: The Journal of consumer marketing, 2020-02, Vol.37 (4), p.399-411
  • Description: Purpose This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers. Design/methodology/approach Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy. Findings The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension. Research limitations/implications This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites. Originality/value Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.
  • Publisher: Santa Barbara: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/JCM-04-2019-3174
  • Source: ProQuest One Psychology
    ProQuest Central
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