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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

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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    Date Created
    • 2012
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  • Text
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    Note
    • Partial requirement for: Ph. D., Arizona State University, 2012
      Note type
      thesis
    • Includes bibliographical references (p. 142-159)
      Note type
      bibliography
    • Field of study: Business administration

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    by Annibal Sodero

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