An empirical investigation of information sharing behavior on social commerce sites

Libo Liu*, Christy M K CHEUNG, Matthew K.O. Lee

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

130 Citations (Scopus)


Social commerce sites (SCSs), a new model of social media, provide fertile ground for customers to communicate their opinions and exchange product- or service- related information. Given the significant opportunities related to the use of social media data for customers' insight, we explore the factors driving information sharing behavior on SCSs. In this paper, we propose and empirically test a comprehensive theoretical model for customer information sharing behavior through analysis of online survey data as well as network and behavioral usage data of over four months from 1177 customers in a SCS. The research model was empirically validated with the use of both subjective and objective data in a longitudinal setting. Our results show that customer information sharing is influenced by both individual (i.e., reputation and the enjoyment of helping others) and social capital (i.e., out-degrees' post, in-degrees' feedback, customer expertise and reciprocity) factors. This study contributes to the existing literature by highlighting the role of directed social network in customer information sharing behavior on SCSs. We believe that the results of our study offer important insights to the IS research and practice.

Original languageEnglish
Pages (from-to)686-699
Number of pages14
JournalInternational Journal of Information Management
Issue number5
Publication statusPublished - 1 Oct 2016

Scopus Subject Areas

  • Information Systems
  • Computer Networks and Communications
  • Library and Information Sciences

User-Defined Keywords

  • Customer information sharing behavior
  • Directed social network
  • Longitudinal study
  • Panel data
  • Social capital
  • Social commerce sites
  • Social media
  • Survey


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