Merchandising/Marketing/Retailing: Management

Adoption of Transaction-focused Social Commerce by Fashion Product Merchants: A Study of WeChat Commerce in China

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Abstract

The increased popularity of social media has provided new business opportunities in electronic-commerce, such as transaction-focused social commerce. The transaction-focused social commerce refers to the direct selling and buying activities conducted in the social network. This study aims to understand the application of transaction-focused social commerce in fashion products retail from the merchants' perspectives. With the guidance of the technology adoption model and the information system success model, this study reveals the motivations, benefits, and barriers of conducting transaction-focused social commerce. Fifteen in-depth international phone interviews were conducted with fashion product sellers through WeChat in China. Thematic analysis procedure was used to analysis the interview data. The results of this study provide valuable insights on transaction-focused social commerce to both scholars and practitioners.

How to Cite:

Sun, J., Son, J. & Chi, T., (2016) “Adoption of Transaction-focused Social Commerce by Fashion Product Merchants: A Study of WeChat Commerce in China”, International Textile and Apparel Association Annual Conference Proceedings 73(1).