题名

THE IMPACT OF DIGITAL SOCIAL LEGITIMIZATION ON WEBSITE VISITS AND WEB SALES

DOI

10.7903/ijecs.1865

作者

Richard Heiens；Ravi Narayanaswamy

关键词

e-commerce ； social influence ； digital social legitimacy ； Web sales ； consumer attraction

期刊名称

International Journal of Electronic Commerce Studies

卷期/出版年月

12卷1期（2021 / 06 / 01）

页次

29 - 42

内容语文

英文
中文摘要

The present manuscript examines the role of digital social influence, as attained through Facebook, Instagram, Pinterest, Twitter, and YouTube, in attracting customers and achieving sales performance. The theoretical mechanism that serves as the basis for the study is social legitimacy theory. Specifically, the influence exerted by social media and the resulting social legitimization of the marketer is expected to drive both website visits and, ultimately, sales for the USA's largest e-commerce retailers. The findings demonstrate that all five indicators of social media influence converge into a single variable with significant loadings. This provides support for the multidimensional nature of the hypothesized digital social legitimization construct. However, the analysis of the structural equation model indicates that there is not a direct link between digital social legitimization and Web sales performance. Nevertheless, digital social legitimization does in fact positively impact website visits. In turn, these visits are associated with higher e-commerce sales. Thus, marketers are advised to use social media to help legitimize the e-commerce brand and drive website traffic.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
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