How do social network ties influence purchases in social commerce communities? A lens of attachment theory
本研究通过在线调查和档案数据，发现社区成员的外向关系强度正向影响其对其他成员和社区的依恋，进而促进其在社交商务社区电商模块中的购买行为。
Purpose This study aims to address how to facilitate more community members making purchases in social commerce communities. The research is expected to shed new light on the underlying process by which individuals’ social networks influence their purchases in social commerce communities. Design/methodology/approach An online survey and secondary archive data are presented to confirm all the hypotheses. Findings Community members’ out-degree ties show a positive effect on their attachment to other members, as well as to the community. Community members’ attachment to the community has a positive influence on their purchases made in the e-commerce modules of social commerce communities and mediates the effect of their attachment to community members. The study establishes a theoretical framework to reveal how community members’ social networks influence their purchases in social commerce communities. Practical implications The findings of this study provide new insights for managers and designers of new social commerce communities to inspire them to achieve their goal of keeping consumers making purchases in the e-commerce modules of social commerce communities. Originality/value Firstly, this study draws on attachment theory to explain why community members make purchases in a social commerce community. Then, the study enriches the research on social network ties and attachment theory by initially integrating the social network perspective with attachment theory to examine the effects of social network ties on different types of attachment.