Why do we post on social shopping communities?

Ivy L.B. Liu, Christy M K Cheung, Matthew K.O. Lee

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


    Social shopping communities, representing a special form of social media, have offered fertile ground for members to communicate their opinions and exchange product information. The goal of our paper is to understand this new business model of social shopping communities and investigate why members voluntarily share information on social shopping communities. We integrate theories of collective action and social capital theory to construct a research model for investigating the motivations behind members' posting behavior. By analyzing panel data collected from a social shopping community, we found that members posting behavior is determined by reputation, enjoyment of helping, network centrality, member expertise, as well as reciprocity. The results of this study provide important implications for both research and practice.

    Original languageEnglish
    Title of host publicationAMCIS 2012 Proceedings
    PublisherAssociation for Information Systems
    Number of pages1
    ISBN (Print)9780615663463, 9781622768271
    Publication statusPublished - Jul 2012
    Event18th Americas Conference on Information Systems, AMCIS 2012 - Seattle, WA, United States
    Duration: 9 Aug 201212 Aug 2012
    https://aisel.aisnet.org/amcis2012/ (Conference proceedings)

    Publication series

    Name18th Americas Conference on Information Systems 2012, AMCIS 2012


    Conference18th Americas Conference on Information Systems, AMCIS 2012
    Country/TerritoryUnited States
    CitySeattle, WA
    Internet address

    Scopus Subject Areas

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

    User-Defined Keywords

    • Customer knowledge management
    • Panel data
    • Posting behavior
    • Social capital
    • Social commerce
    • Social shopping community


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