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dc.contributor.advisorMartínez López, Francisco José 
dc.contributor.authorLi, Yangchun
dc.contributor.otherUniversidad de Granada. Programa de Doctorado en Ciencias Económicas y Empresarialeses_ES
dc.date.accessioned2020-12-01T13:27:56Z
dc.date.available2020-12-01T13:27:56Z
dc.date.issued2020
dc.date.submitted2020-11-24
dc.identifier.citationLi, Yangchun. Purchasing through Social Platforms with Buy Buttons: Academic and Practical Considerations. Granada: Universidad de Granada, 2020. [http://hdl.handle.net/10481/64576]es_ES
dc.identifier.isbn9788413066851
dc.identifier.urihttp://hdl.handle.net/10481/64576
dc.description.abstractSocial commerce sales are considerably increasing in recent years. Social platforms (e.g., Facebook, Instagram, and WeChat) play a strategic role in world economy. However, social platforms ran into several burning issues: low ad conversion rates, social platform users’ free-riding behaviors, etc. Although buy buttons, a clickable navigation element leading users from a social platform to an e-commerce platform, could be a solution for such issues, the outcomes of using buy buttons did not reach many professionals’ expectation. This thesis studied four issues related to social shopping with buy buttons. First, as it is undetermined whether a social platform should roll out the buy-button feature or not, it is necessary to study whether the presence of buy button is associated with better outcomes (e.g. users’ higher willingness to purchase through the social platform) or not. Second, as social commerce is a remote shopping mode in which buyers and sellers cannot have face-to-face interactions, high risk and low trust could be two crucial barriers of social commerce. Hence, it is needed to study how risk- and trust-related factors influence users’ direct purchasing behavior. Third, considering that social commerce could be risky, this thesis wants to examine whether the presence of safe shopping measures (vs. an unsafe shopping scenario) can improve the performance of social shopping or not. Finally, social commerce involves a purchase path from a social platform to an e-commerce platform. There are many pain points (e.g., re-entering billing and shipping information) in the purchase path. Meanwhile, as social shopping risks and pain points in the purchase path could be caused by a same factor, the silos between social platforms and e-commerce platforms. It is interesting to study how safe shopping measures and integrated path-to-purchase (users can complete a purchase without leaving the social platform; vs. separated path-to-purchase in which users have to leave the social platform and go to the e-commerce platform to complete a purchase) jointly influence users. In order to answer these questions, three essays have been included in this thesis. Several online surveys were conducted. The between-subjects experimental design and the Structural Equation Modeling (SEM) technique were used. The results showed that the presence of buy button was related to better outcomes. It found that risk- and trust-related factors significantly influenced users’ direct purchasing behavior. Both the safe shopping measures and the integrated path-to-purchase design can generate better outcomes of using a buy button in social shopping. In most circumstances, users showed more positive reactions when the safe shopping measures or the integrated path-to-purchase was present. However, no significant interaction effects between the safe shopping measures (vs. an unsafe shopping scenario) and the integrated path-to-purchase (vs. the separated path-to-purchase) were found. The theoretical contributions have been discussed in contrast to previous literature. This thesis has added academic value by offering new insights for previously established variable relationships in a different research context and studying variable relationships that have not been examined in previously relevant studies. From a practical viewpoint, as buy buttons inject e-commerce capabilities into social platforms, this thesis implies that socially focused platforms could reap benefits from social commerce by rolling out a buy-button feature. It is recommended that social platforms wanting to roll out buy buttons take safe shopping measures and create a seamless shopping experience for users.es_ES
dc.description.sponsorshipTesis Univ. Granada.es_ES
dc.description.sponsorshipChina Scholarship Council grant number: 201606170055es_ES
dc.description.sponsorshipNational Natural Science Foundation of China grant number: 71702064es_ES
dc.format.mimetypeapplication/pdfen_US
dc.language.isoenges_ES
dc.publisherUniversidad de Granadaes_ES
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/*
dc.subjectSocial platformes_ES
dc.subjectBuy buttones_ES
dc.subjectSocial commercees_ES
dc.subjectSafe shoppinges_ES
dc.subjectTrustes_ES
dc.subjectRiskes_ES
dc.subjectPurchase willingnesses_ES
dc.titlePurchasing through Social Platforms with Buy Buttons: Academic and Practical Considerationses_ES
dc.typeinfo:eu-repo/semantics/doctoralThesises_ES
europeana.typeTEXTen_US
europeana.dataProviderUniversidad de Granada. España.es_ES
europeana.rightshttp://creativecommons.org/licenses/by-nc-nd/3.0/en_US
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES
dc.type.hasVersioninfo:eu-repo/semantics/publishedVersiones_ES


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