Effects of Social Shopping Behavior from the Perspective of Collective Intelligence and Dissonance
Open accessAbstract
People increasingly depend on the consumer experiences of a virtual community when making purchasing decisions. Potential consumers search for different types of electronic word of mouth when choosing a product to purchase. Social shopping has numerous advantages including community-based interaction and the sharing of consumer experiences; however, few studies have focused on measuring the effects of social shopping. This study established a conceptual framework for measuring the effects of social shopping activities, comprising the key elements of (1) the perceptions of social shopping activities, (2) collective intelligence and dissonance, and (3) the consequences of social shopping. This study collected 836 valid Internet user responses to an online survey. Partial least squares regression was used to analyze the relationship between the elements and to measure the effects in different social shopping stimuli.
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Social shopping involves consumers using virtual communities to make purchase decisions, read reviews, and seek recommendations.
“Social shopping has consumers using virtual communities to make purchase decisions, as they use the virtual communities to read reviews and seek recommendations [47].”
From Fear of missing out, social media influencers, and the social, psychological and financial wellbeing of young consumers (2025) · cites this paper as [47]
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- Authors
- Chiang, I. P., Liang, C. C., & Yang, W. L.
- Affiliations
- National Taipei University (TW)
- Venue
- International Journal of Electronic Commerce Studies
- Published
- 2021-02-01
- Volume
- 12
- Issue
- 1
- Pages
- 103
- ISSN
- 2073-9729 (ISSN-L)
- OpenAlex
- W3136518247
- Cited by
- 6
- References
- 33
- Citations by year
- 2025: 4 · 2024: 1 · 2021: 1
- FWCI
- 0.69
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Locations
- International Journal of Electronic Commerce Studies (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- social shopping, collective intelligence, cognitive dissonance, customer experience, online communities, electronic word of mouth, consumer behavior, purchase decision, consumer perception
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