Antecedents and Consequences of Knowledge Sharing Behavior in the Context of Social Commerce
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Abstract
The research article aimed at studying the causal factors and effects of knowledge sharing behavior in the context of social commerce. The study applied a quantitative research method. The concept of social capital dimensions and the theory of social interactions were applied as the research framework. A sample group consisted of 250 consumers who had experience in purchasing goods or online services through social commerce platform, which were selected by way of sample random sampling. The research instrument was a questionnaire. The general information of the respondents was analyzed by means of descriptive statistics. While the causal factors and effects of knowledge sharing behavior in the context of social commerce were analyzed using a structural equation modeling by way of the Partial Least Square (PLS) method. From the study, the following results are found: The causal factors refer to the recognition of benefits and relational capital have direct effects on the knowledge sharing behavior. The recognition of benefits and relational capital also have indirect effects on the intention to purchase goods of consumers through social commerce platform in which the knowledge sharing behavior is the mediator variable. From studying the effects of knowledge sharing behavior, it is found to have direct effects on the intention to purchase goods of consumers through social commerce platform. The findings from the study provide the guideline for online entrepreneurs through social commerce platform and those who are involved, that is, to focus on the recognition of benefits and relational capital which are the causal factors of knowledge sharing behavior in the context of social commerce platform as they directly affect the higher intention of consumers to purchase goods through social commerce platform and provide suggestions for future research.
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