Social shopping has emerged as a popular online retailing segment. Social shopping revolves around online communities that bring consumers together to shop for deals. Online retailers have been making significant investments to encourage consumers to join online communities linked to their websites in the hope that social interactions among consumers will increase consumption rates. However, the assumption that social interactions increase consumption rates in social shopping remains largely untested in empirical settings. Also, the mechanisms of such an effect remain unclear.
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- Partial requirement for: Ph. D., Arizona State University, 2012Note typethesis
- Includes bibliographical references (p. 142-159)Note typebibliography
- Field of study: Business administration