“They bought it, therefore I will buy it”: The effects of peer users' conversion as sales performance and entrepreneurial sellers' number of followers as relationship performance in mobile social commerce
Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social commerce. Experiment 1 (N = 211, between-subjects [high vs. low number of “sold items”]) tested the e...
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| Published in | Computers in human behavior Vol. 131; p. 107212 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Elmsford
Elsevier Ltd
01.06.2022
Elsevier Science Ltd |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0747-5632 1873-7692 |
| DOI | 10.1016/j.chb.2022.107212 |
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| Abstract | Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social commerce. Experiment 1 (N = 211, between-subjects [high vs. low number of “sold items”]) tested the effects of peer users' conversion, operationalized as the number of “sold items” in the seller's profile, on the seller-and-profile-related outcomes. The main effect of peer users' conversion was found such that high conversion induced greater cognitive and affective appraisals, higher seller credibility, a more positive profile attitude, greater perceived entrepreneurial talent of the seller, and stronger social commerce conversion intentions. The mediating effect of social learning (mainly affective appraisal) was found. Experiment 2 (N = 348, 2 [high vs. low number of “sold items”] x 2 [high vs. low “followers”] between-subjects factorial design) showed the interaction effects of the number of “sold items” (seller's sales performance) and the number of “followers” (seller's relationship performance) on cognitive and affective appraisals, seller credibility, and profile attitude. Moderated mediation analyses revealed that peer users' conversion exerts a positive impact on the outcome variables through cognitive and affective appraisals when the number of followers is high but not when it is low.
•Two experiments test social learning theory and KPI literature in social commerce.•Study 1 tests effects of consumers' conversion (entrepreneurs' sales performance).•Study 2 tests sales performance x relationship performance-interaction effects.•The power of peer consumers' conversion is confirmed in mobile social commerce.•Entrepreneurial sellers' numbers of followers matter in mobile social commerce. |
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| AbstractList | Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social commerce. Experiment 1 (N = 211, between-subjects [high vs. low number of “sold items”]) tested the effects of peer users' conversion, operationalized as the number of “sold items” in the seller's profile, on the seller-and-profile-related outcomes. The main effect of peer users' conversion was found such that high conversion induced greater cognitive and affective appraisals, higher seller credibility, a more positive profile attitude, greater perceived entrepreneurial talent of the seller, and stronger social commerce conversion intentions. The mediating effect of social learning (mainly affective appraisal) was found. Experiment 2 (N = 348, 2 [high vs. low number of “sold items”] x 2 [high vs. low “followers”] between-subjects factorial design) showed the interaction effects of the number of “sold items” (seller's sales performance) and the number of “followers” (seller's relationship performance) on cognitive and affective appraisals, seller credibility, and profile attitude. Moderated mediation analyses revealed that peer users' conversion exerts a positive impact on the outcome variables through cognitive and affective appraisals when the number of followers is high but not when it is low.
•Two experiments test social learning theory and KPI literature in social commerce.•Study 1 tests effects of consumers' conversion (entrepreneurs' sales performance).•Study 2 tests sales performance x relationship performance-interaction effects.•The power of peer consumers' conversion is confirmed in mobile social commerce.•Entrepreneurial sellers' numbers of followers matter in mobile social commerce. Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social commerce. Experiment 1 (N = 211, between-subjects [high vs. low number of "sold items"]) tested the effects of peer users' conversion, operationalized as the number of "sold items" in the seller's profile, on the seller-and-profile-related outcomes. The main effect of peer users' conversion was found such that high conversion induced greater cognitive and affective appraisals, higher seller credibility, a more positive profile attitude, greater perceived entrepreneurial talent of the seller, and stronger social commerce conversion intentions. The mediating effect of social learning (mainly affective appraisal) was found. Experiment 2 (N = 348, 2 [high vs. low number of "sold items"] x 2 [high vs. low "followers"] between-subjects factorial design) showed the interaction effects of the number of "sold items" (seller's sales performance) and the number of "followers" (seller's relationship performance) on cognitive and affective appraisals, seller credibility, and profile attitude. Moderated mediation analyses revealed that peer users' conversion exerts a positive impact on the outcome variables through cognitive and affective appraisals when the number of followers is high but not when it is low. |
| ArticleNumber | 107212 |
| Author | Jin, Seunga Venus Youn, Seounmi |
| Author_xml | – sequence: 1 givenname: Seunga Venus orcidid: 0000-0003-1454-8280 surname: Jin fullname: Jin, Seunga Venus email: venus@northwestern.edu organization: Communication Program, Northwestern University in Qatar, Education City, Doha, Qatar – sequence: 2 givenname: Seounmi surname: Youn fullname: Youn, Seounmi email: seounmi_han_youn@emerson.edu organization: Department of Marketing Communication, School of Communication, Emerson College, 120 Boylston Street, Boston, MA, 02116-4624, USA |
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| Keywords | Mobile advertising Entrepreneurial talent Entrepreneurship Social learning theory Mobile social commerce COVID-19 Pandemic Followers Conversion Key performance indicators (KPIs) |
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| SubjectTerms | Appraisals Attitudes Between-subjects design Commerce Conversion COVID-19 Pandemic Entrepreneurial talent Entrepreneurship Factorial design Followers Key performance indicators (KPIs) Learning theory Mobile advertising Mobile social commerce Sales Social learning theory |
| Title | “They bought it, therefore I will buy it”: The effects of peer users' conversion as sales performance and entrepreneurial sellers' number of followers as relationship performance in mobile social commerce |
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