Why do we post on social shopping communities?

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

Research output: Chapter in book/report/conference proceedingConference contributionpeer-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
Number of pages1
Publication statusPublished - Jul 2012
EventAMCIS 2012: 18th Americas Conference on Information Systems - Seattle, United States
Duration: 9 Aug 201212 Aug 2012

Publication series

Name18th Americas Conference on Information Systems 2012, AMCIS 2012


ConferenceAMCIS 2012: 18th Americas Conference on Information Systems

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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