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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
open access

Published: 30 March 2020

Community Buyers’ Affective Reactions in Social Commerce: Stimuli and Response

Ying-CHieh Yang, I-Hua Lin, Hui-Chu Chen

Zhaoqing University (China), Taiwan Shoufu University (Taiwan), Transworld University (Taiwan)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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Pages: 404-418

Keywords: S-O-R Model, Affective Reactions, Consumer Engagement in Social Commerce Intention


Based on the S-O-R model, the purpose of this study is to probe the roles of community buyers’ affective reactions (trust and perceived risk from social commerce) in relationships between five stimuli and consumer engagement in social commerce (CESCI). Integrating prior studies in the social commerce field develops a conceptual model and 12 hypotheses. All data collected from the target population in Taiwan are analyzed through two-step structural equation modeling (SEM) to examine the hypotheses. Of 12 hypotheses, only eight hypotheses are supported and findings confirm the antecedents and outcomes of community buyers’ affective reactions in social commerce. Besides the need for empirical confirmation of the hypotheses given, finally, there are several practical implications for social marketers and future research directions for scholars.


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