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SOCIAL COMMERCE USERS’ OPTIMAL EXPERIENCE: STIMULI, RESPONSE
AND CULTURE
Ca olina He ando
Depa men o Ma ke ing, Uni e si y o Za agoza
G an Vía 2, 50005 Za agoza, Spain
che and@uniza .es
Julio Jiménez-Ma ínez
Depa men o Ma ke ing, Uni e si y o Za agoza
G an Vía 2, 50005 Za agoza, Spain
[email p o ec ed]
Ma ía José Ma ín-De Hoyos
Depa men o Ma ke ing, Uni e si y o Za agoza
G an Vía 2, 50005 Za agoza, Spain
mjho[email p o ec ed]
ABSTRACT
Social comme ce use s’ expe ience is gene a ed du ing socio-comme cial in e ac ions. The ein, use s ecei e
u ili a ian and hedonic s imuli ha o m hei expe ience and in luence hei esponses. Howe e , esea ch is needed
o unde s and how his expe ience is gene a ed. Based on he s imulus–o ganism– esponse amewo k and low
heo y, his s udy analyzes how hedonic s imulus (he e called sPassion) and u ili a ian s imulus (usabili y) a ec use s’
low expe ience (o ganism) o posi i ely impac emo ional and beha io al loyal y (use s’ esponses). Fu he mo e, as
social comme ce use s a e cul u ally di e se, he mode a ing e ec o cul u al backg ound is s udied, d awing on
Ho s ede’s cul u al dimensions. Findings show ha hedonic s imulus mo e s ongly impac s social comme ce use s’
low expe ience e sus u ili a ian s imulus. Once use s each he s a e o op imal expe ience, hei posi i e esponses
a e e lec ed in hei inc eased in en ion o sp ead social wo d o mou h, o e u n o he websi e and o epu chase on
i . Addi ionally, op imal use expe ience in social comme ce is gene a ed mainly h ough hedonic s imuli and, while
social comme ce en i onmen s can be cul u ally di e se, cul u al backg ound does no imply changes in use s’
beha io al pa e ns. This s udy heo e ically ad ances esea ch on social comme ce use s’ expe ience. Likewise, he
indings guide online e aile s in op imizing use expe ience ia hedonic s imuli o enhance loyal y.
Keywo ds: C oss-cul u al; Social comme ce low s a e; Use expe ience
1. In oduc ion
Digi al pla o ms ha e d ama ically impac ed he economy. In 2019, wo ldwide e enue in he online comme ce
ma ke amoun ed o US$2,012,096 million as o Ma ch, and is expec ed o show an annual g ow h a e (2019–2023)
o 8.9% [S a is a 2019]. Fu he mo e, online comme ce had 56.2% use pene a ion as o Ma ch 2019 and is expec ed
o hi 61.8% by 2023 [S a is a 2019]. In he same ein, in ecen yea s he digi al con ex has seen a p oli e a ion o
social comme ce websi es, which allow indi iduals o in e ac and socialize, and o buy any ime and anywhe e [Tu ban
e al. 2018]. Consequen ly, online use s’ expe ience has been also al e ed; p oo o his can be seen in he ac ha one
in wo millennials pos online e iews and 62% o US use s ha e s a ed ha hey ead online e iews be o e making
a pu chase decision [S a is a 2018]. This new socio-in e ac i e online scena io is cha ac e ized by gene a ing cus ome
pu chasing expe iences om he sha ing and exchange o in o ma ion, ad ice and opinions. To summa ize, he social
comme ce pu chasing expe ience encompasses in e ac ion, socializa ion and comme cial ac i i ies.
I is no only wi h ega d o e enues ha social comme ce websi es ha e e olu ionized online business p ac ice
[Lin e al. 2017]. Social comme ce has o ced companies o adap hei websi es o consume s who demand in e ac ion
and socializa ion when hey buy [Bleie e al. 2019], since his kind o ade is cha ac e ized by use pa icipa ion and
exchange o in o ma ion. Fu he mo e, social comme ce websi es help companies o c ea e bonds and o s eng hen
ela ionships wi h hei cus ome s [Huang & Benyouce 2017; Lin e al. 2017; Zhang e al. 2018; Zhang e al. 2019].
Meanwhile, use s ha e acqui ed a mo e ac i e ole wi h he possibili y o accessing a huge amoun o in o ma ion and
He ando e al.: Social Comme ce Use s’ Op imal Expe ience
Page 200
o gene a ing hei own in o ma ion, known as social wo d o mou h (sWOM), which is a speci ic o m o eWOM in
social comme ce con ex s [Chen e al. 2017; Lin e al. 2017].
In his way, sWOM bene i s om social ools on social comme ce websi es – such as ecommenda ions and
e e als, a ings and e iews, and o ums and i ual communi ies [Chen e al. 2017; Li 2017; Zhang e al. 2019]; i
enables use s o ob ain in o ma ion and opinions om o he use s and o in e ac wi h hem wi hou space o empo al
cons ain s – and, hus, i espec i e o cul u al backg ound [Liang e al. 2011; Ng 2013; Zhang e al. 2014]. Thus,
online consume beha io in social comme ce has been ca ego ized as ansac ional, in o ma ional and social [Shen
2012]. Hence, social comme ce is seen as a phenomenon o he age o in e na ionaliza ion and in e connec i i y ha
is o cing business p ac ice o e ol e owa d in e ac i e en i onmen s ha a e ich in social in e ac ions and
in o ma ion exchange ha empowe online cus ome s [Lin e al. 2017].
Undoub edly, now mo e han e e , cus ome expe ience ma e s [Lemon & Ve hoe 2016]. Social comme ce has
changed he cus ome pu chase decision-making p ocess by making oom o social knowledge and pe sonal
expe iences o o he use s [Chen e al. 2017]. Use s o social comme ce ha e u ili a ian and hedonic needs [Fa i a e
al. 2018; Osa uyi & Qin 2018]; hey wan o know no only he u ili a ian cha ac e is ics o a p oduc bu also people’s
expe iences wi h i , and all his in luences hei decision-making p ocess and consequen ly hei esponses. To o e a
good use expe ience, se e al au ho s ha e highligh ed he impo ance o a quali y and use ul websi e design [Bleie
e al. 2019; Cu y & Zhang 2013]. Howe e , wi hin he new social-in e ac i e en i onmen s o social comme ce, in
addi ion o p o iding u ili a ian websi es, i is ad isable o op imize he cus ome expe ience h ough a ec i e s imuli,
in ways ha add ess he emo ional side o use s [McKinsey 2016].
Cus ome expe ience has d awn he a en ion o ma ke ing esea ch in ecen yea s [MSI 2016–2018], and i
con inues o be unde he spo ligh [MSI 2018–2020]. Speci ically, he impo ance o u ili a ian and hedonic
componen s o social comme ce has been iden i ied as a p omising and in e es ing esea ch heme o unde s and use s’
expe ience and beha io [see he sys ema ic li e a u e e iew by Bae hge e al. 2016]. The e o e, i seems in e es ing
o b idge his esea ch gap so as o gain a be e unde s anding o cus ome expe ience in social comme ce wi h he
in en ion o ad ising companies on how o o e an op imal expe ience on hei social comme ce websi es, which
esul s in posi i e esponses.
I has been said ha social comme ce use s can ha e an op imal expe ience (also called low s a e) du ing
na iga ion when hey a e concen a ing so ha d, and enjoying hemsel es so much, ha hey lose ack o ime [Gao
& Bai 2014; He ando e al. 2018; Zhang e al. 2014]. The concep o low, d awn om posi i e psychology
[Csikszen mihalyi 1975], con ibu es o he gene a ion o op imal expe iences ha esul in posi i e beha io s and
esponses [Gao & Bai 2014; Liu e al. 2016; Shim e al. 2015; Zhang e al. 2014]. Thus, i is pa icula ly ele an o
unde s and how he online consume expe ience in social comme ce can be imp o ed by he s a e o low. Mo eo e ,
he s a e o low is undeniably connec ed o emo ions, especially in he case o social comme ce expe iences, which
a e undamen ally cha ac e ized by socializa ion. Based on low heo y, once use s each a s a e o op imal expe ience,
hey a e likely o show posi i e esponses [Gao & Bai 2014; He ando e al. 2018; Zhang e al. 2014]. The impo ance
o a use eaching low s a e when using a social comme ce si e pe ains o he ac ha i posi i ely in luences no
only he use ’s in en ion o commen abou he expe ience o o he s, bu also hei in en ion o e u n and o epu chase
using ha websi e [Han, 2014; Kim & Han 2014; O'Cass & Ca lson 2010; Richa d & Cheba 2016]. Tha is, eaching
a low s a e can esul in posi i e loyal y esponses, amed on emo ional loyal y (sWOM in en ion) and beha io al
loyal y ( e u n and epu chase in en ion) [Ball e al. 2006; Dick & Basu 1994; Kassim & Asiah Abdullah 2010; Kim
& Lee 2010; Zei haml 2000].
Wi h he pu pose o con ibu ing o he unde s anding o how social comme ce use s’ op imal expe ience is
gene a ed, and d awing on he s imulus–o ganism– esponse (SOR) amewo k [Meh abian & Russell 1974] and on
low heo y [Csikszen mihalyi 1975], he main objec i e o his s udy is o analyze how hedonic and u ili a ian s imuli
impac low s a e (o ganism), esul ing in a posi i e e ec on emo ional loyal y and beha io al loyal y (use s
esponses). Mo eo e , due o he highligh ed ele ance o cul u al di e si y in social comme ce, based on Ho s ede’s
[1980, 2011] cul u al dimensions, his s udy es s he mode a ing e ec o cul u al backg ound. The indings lead o
p ac ical and heo e ical implica ions in he ield o esea ch on use s’ expe ience ha will help ma ke e s and
academics o unde s and how op imal use expe ience is gene a ed and wha i s ou comes a e. Use s a e exposed o
so many in luences du ing he online pu chasing p ocess ha o e ing such an op imal expe ience ha hey wan o
epea i , and no abandon i , can be c ucial o online e aile s – hence he impo an o boos ing loyal y.
The emainde o he pape is o ganized as ollows. In he nex sec ion, we o e a b ie explana ion o he
e olu ion om e-comme ce o social comme ce, and ame ou heo e ical backg ound on he SOR amewo k and
low heo y. Nex , based on he SOR amewo k we hypo hesize he a iables as s imuli, o ganism and esponse
ac o s and, inally, we in oduced he mode a ing e ec o cul u al backg ound. A e his, we explain he
me hodology employed and es he model. We conclude wi h a discussion on he challenges and oppo uni ies o he
Jou nal o Elec onic Comme ce Resea ch, VOL 20, NO 4, 2019
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mode a ing ole o cul u e in consume beha io in social comme ce, ou lining a heo e ical con ibu ion and business
implica ions. Finally, we explain he limi a ions o his esea ch and p opose u u e esea ch di ec ions.
2. Theo e ical Backg ound and De elopmen o Hypo heses
2.1. F om Elec onic Comme ce o Social Comme ce
Social comme ce has been de ined as “any comme cial ac i i ies acili a ed by o conduc ed h ough he b oad
social media and Web 2.0 ools in consume s’ online shopping p ocess o business’ in e ac ions wi h hei cus ome s”
[Lin e al. 2017, p. 191]. Social comme ce in eg a es ools ha enable in e ac ion and socializa ion wi h comme cial
ea u es [Huang & Benyouce 2013]. Social comme ce is unde s ood as an e olu ion o e-comme ce combined wi h
social media and Web 2.0 [Huang & Benyouce 2017; Liang & Tu ban 2011; Lu e al. 2016; Tu ban e al. 2018; Wang
& He ando 2019]. In social comme ce con ex s, apa om buying p oduc s, use s can in e ac and socialize wi h
o he s and wi h he company [Lin e al. 2017; Tu ban e al. 2018; Zhang e al. 2015]. The di e ence be ween adi ional
e-comme ce si es (e.g. Za a) and social comme ce websi es (e.g. Amazon) lies mainly in h ee ac o s: business goals,
cus ome connec ion and sys em in e ac ion [Baghdadi 2016; Huang & Benyouce 2013, 2015, 2017]. Rega ding
business goals, social comme ce is no able o i s ocus on social ac i i ies, while e-comme ce aims o maximize
shopping e iciency [Li & Ku 2018]. While adi ional e-comme ce emphasizes he e iciency o ansac ions and
bidi ec ional communica ions wi h cus ome s, social comme ce goes deepe in o ela ionship ma ke ing o d i e he
social-comme cial pe spec i e, hus acili a ing in e ac ions among cus ome s [Huang & Benyouce 2017; Li & Ku
2018]. E-comme ce deals wi h cus ome s as indi iduals, whe eas social comme ce conside s a communi y o
cus ome s [Baghdadi 2016]. Thus, he ocus o online comme ce has changed om being p oduc -cen e ed, wi h
in o ma ion p o ided by he company, o being social-cen e ed [Li & Ku 2018], wi h a clea o ien a ion owa d
consume and social connec ions [Huang & Benyouce , 2017]. In e ms o websi e design, e-comme ce ocuses on
sales, while social comme ce concen a es on in o ma ion exchange [Huang & Benyouce 2017]. Thus, social
comme ce is ocused no only on o e ing u ili a ian websi es, bu also on aking ca e o use s’ hedonic needs. Tha
is, social comme ce akes in o accoun he ac ha emo ions a e pa o use s’ expe iences. The e olu ion om e-
comme ce o social comme ce is depic ed in Figu e 1.
Figu e 1. E olu ion om e-comme ce o social comme ce (au ho s’ own elabo a ion).
2.2. The SOR F amewo k and Flow Theo y
S emming om posi i e psychology, he SOR amewo k holds ha an o ganism esponds o ce ain s imuli in a
pa icula way [Dono an & Rossi e 1982; Meh abian & Russell 1974]. In online comme ce, he SOR amewo k
en ails ha ce ain en i onmen al s imuli a ec use s’ s a es, esul ing in posi i e beha io al esponses [E oglu e al.
2001, 2003]. Resea ch on e-comme ce has mainly ocused on design and ambien s imuli [i.e. Huang & Huang 2013;
Jiang e al. 2010; Mollen & Wilson 2010]; howe e , wi h he inclusion o social comme ce, social s imuli ha e s a ed
o be conside ed due o he socio-in e ac i e cha ac e is ics o his new en i onmen [Chang 2013; He ando e al.
2018; Lin e al. 2017; Liu e al. 2016; Zhang e al. 2014]. The SOR amewo k has been conside ed o ep esen a
pa simonious and s uc u ed unde pinning o esea ch on social comme ce, which ha e s udied esponses as
epu chase in en ion [Lin e al. 2017]. In combina ion wi h he SOR amewo k, low heo y has been used in social
comme ce esea ch, whe ein low s a e is conside ed as he o ganism o unde s and use expe ience and beha io [Gao
& Bai 2014; He ando e al. 2018; Liu e al. 2016; Zhang e al. 2014].
Following he idea ha social comme ce use s ha e bo h u ili a ian and hedonic needs [Fa i a e al. 2018;
Osa uyi & Qin 2018], his s udy conside s hese needs as s imuli and analyzes hei e ec s on low expe ience, whe ein
he use has such an op imal expe ience ha i esul s in hei posi i e esponses o he social comme ce websi e [Gao
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& Bai 2014; He ando e al. 2018; Zhang e al. 2014]. Flow has he po en ial o posi i ely impac use s’ loyal y because
his expe ience d i es posi i e esponses.
2.3. S imuli: U ili a ian and Hedonic Online Ra ing Beha io
U ili a ian s imulus e e s o “how use ul o bene icial he objec is” [Ba a & Ah ola 1991, p. 161]. One u ili a ian
aspec o ake in o accoun when designing a websi e is i s usabili y [Casaló e al. 2008; Lee & Koubek 2010]. Casaló
e al. [2008] de ine usabili y as he ease o unde s anding he s uc u e o a websi e; i s unc ions, in e ace and he
con en s ha can be obse ed by he use ; he simplici y o use; he speed wi h which use s can ind wha hey a e
looking o ; he pe cei ed ease o si e na iga ion; and he abili y o he use s o con ol wha hey a e doing, and whe e
hey a e, a any gi en momen . The inclusion o u ili a ian ea u es on websi es gi es use s a be e expe ience and,
hus, con ibu es o expe iencing he s a e o low [Bilgihan e al. 2015; Bilgihan 2016; Luna e al., 2002]. Cus ome
expe ience esea ch has been g ounded in low heo y o unde s and he an eceden s o low s a e, conside ing
u ili a ian s imuli as boos e s o gene a e his op imal expe ience [No ak e al. 2000; Hausman & Siekpe, 2009]. In
social comme ce, u ili a ian- ela ed s imuli – such as in e ac i i y, e ec i eness o in o ma i eness – encou age low
s a e [Zhang e al. 2014, Gao & Bai 2014]. Thus, we hypo hesize ha usabili y, as a u ili a ian s imulus, has a posi i e
impac on he o ganism – ha is, on low s a e.
Apa om u ili a ian s imulus, i is belie ed ha hedonic aspec s on he websi e a e needed o op imize low
expe ience [Mahnke e al. 2015]. Hedonic s imulus e e s o he “expe ien ial a ec associa ed wi h he objec ” in
e ms o how pleasan and ag eeable hese eelings a e [Ba a & Ah ola 1991, p. 161]. Rega ding he hedonic s imulus
on social comme ce websi es, hanks o he in e ac i i y, socializa ion and enjoyable a mosphe e o his kind o
websi e, use s can expe ience a eeling o passion ( e e ed o he e as sPassion in e e ence o social comme ce
websi es) ha posi i ely con ibu es o expe iencing he s a e o low, esul ing in an inc ease o wo d o mou h
(WOM) beha io [He ando e al. 2018]. I has been a gued ha sPassion is a social and a ec i e s imulus esul ing
om he in e ac i i y and socializa ion ools inhe en in social comme ce [He ando e al. 2017]. Acco ding o
Thomson e al. [2005], “consume s can become emo ionally a ached o consump ion objec s, including b ands”.
The e o e, i is o be expec ed ha use s can also be emo ionally a ached o a social comme ce websi e. In he same
way ha indi iduals can be passiona e owa d a pe son, websi e o b and [MacInnis & Folkes 2017], hey can
expe ience passion speci ically h ough a social comme ce websi e [He ando e al. 2017]. Passion has been
conside ed an emo ion o hedonic s imulus ha encou ages low s a e [Valle and e al. 2003; La igne e al. 2012;
Ca pen ie e al. 2012]. Th ough social comme ce in e ac ions use s no only o e mo e in o ma ion abou a p oduc ,
bu also sha e hei emo ions [Chen e al. 2017; He ando e al. 2017; Zhang e al. 2018]. The e o e, we conside
sPassion o ep esen he hedonic s imulus in social comme ce. Mo eo e , hedonic websi e s imuli ha e been
con i med o posi i ely a ec low s a e [Bilgihan e al. 2015; Bilgihan 2016]. Based on he wo k o He ando e al.
[2018], which suppo s he posi i e ela ionship be ween sPassion and low expe ience, we hypo hesize ha sPassion,
as a hedonic s imulus, has a posi i e impac on he o ganism – ha is, on low s a e:
H1a. sPassion (hedonic s imulus) will ha e a posi i e e ec on he use expe iencing low s a e.
H1b. Usabili y (u ili a ian s imulus) will ha e a posi i e e ec on he use expe iencing low s a e.
2.4. O ganism: Flow S a e
A he cen e o he SOR amewo k, he o ganism is ep esen ed by he op imal expe ience, o low s a e [Gao
& Bai 2014; He ando e al. 2018; Liu e al. 2016; Zhang e al. 2014]. Acco ding o E oglu e al. [2001], whose s udy
was he i s o apply he SOR amewo k in e ailing, conside a ion o he o ganism con ibu es o unde s anding
in e nal s a es o indi iduals, as i is in he middle be ween he s imulus and he indi idual’s esponses. In social
comme ce esea ch, he o ganism ep esen s cus ome expe ience and helps o de e mine cus ome beha io [Zhang
e al. 2014]. Thus, he o ganism symbolizes social comme ce use s’ expe ience. The s a e o low is an enjoyable
op imal expe ience in which indi iduals a e concen a ing so ha d on he ac i i y hey a e pe o ming ha hey lose
ack o ime and space [Csikszen mihalyi 1975]. In consume beha io esea ch, he s a e o low s ands ou o i s
powe o in ol e consume s and o d i e hem o seek epe i ion o his op imal expe ience, which ansla es in o
online e u ns and epu chases [Hausman & Siekpe 2009; Kim & Han 2014; Richa d & Cheba 2016]. People who
expe ience such a ewa ding expe ience a e eage o eel i again, which unconsciously con ibu es o c ea ing loyal y.
Likewise, hose who each low s a e alue he expe ience posi i ely and end o be engaged [Csikszen mihalyi 1997].
Thus, low can be seen as a loyal y boos e , which is why i is impo an o online selle s [Mahnke e al. 2015].
Because o his, low s a e has ecen ly been used o unde s and use s’ beha io in social comme ce con ex s [Gao &
Bai 2014; He ando e al. 2018; Liu e al. 2016; Zhang e al. 2014]. In addi ion o being ela ed o beha io al loyal y
(such as in en ions o e u n and epu chase), he s a e o low a ec s WOM in en ion [He ando e al. 2018; O'Cass
& Ca lson 2010] and so-called emo ional loyal y [Ball e al. 2006; Kim & Lee 2010]. In ac , posi i e emo ions, which
can be de i ed om expe iencing low, a e di ec ly ela ed o sWOM in en ion [Wang e al. 2018].
2.5. Responses: Emo ional and Beha io al Loyal y
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This s udy conside s ha eaching he s a e o low will posi i ely in luence he use ’s emo ional and beha io al
loyal y esponses [Han 2014; He ando e al. 2018; Kim & Han 2014; Richa d & Cheba 2016] (a desc ip ion o all
a iables used in he esea ch model a e p o ided in Table 1). Se e al au ho s de ine online loyal y as he in en ion o
e u n o he websi e o o conside epu chasing om i [Cy e al. 2005; Lam e al. 2009; Peña-Ga cía e al. 2018].
Loyal y in online se ings is also de ined as he in en ion o buy on a speci ic websi e and no o change o ano he one
[Fla ián e al., 2006], and as he in en ion o e isi and epu chase [Cy e al. 2007; Cy e al. 2008]. O he au ho s
conside ha , in addi ion o his kind o loyal y, which hey e m beha io al loyal y, i is impo an o ake in o accoun
ano he o m o loyal y ha is linked mo e o use s’ emo ional side – his is e med emo ional loyal y [Ball e al. 2006;
Dick & Basu 1994; Kassim & Asiah Abdullah 2010; Kim & Lee 2010; Zei haml 2000]. In his s udy, we conside
bo h ypes o loyal y: emo ional loyal y, which e e s o use s’ in en ions o sp ead WOM; and beha io al loyal y,
which e e s o use s’ willingness o e u n o he websi e and o epu chase om i . Use s who expe ience low a e
p one o become imme sed in he expe ience [Mahnke e al. 2015] and show loyal y owa d he websi e [Shim e al.
2015; Su e al. 2016]. Speci ically, Gup a and Kadabayi [2010] con i m ha low can be conside ed a d i e o loyal y;
howe e , consume s wi h expe ien ial mo i es (i.e. b owsing o ec ea ion) a e mo e likely o each low s a e han
a e hose who a e goal-di ec ed (i.e. sea ching o in o ma ion). Wi h he p oli e a ion o social comme ce, e en ion
and loyal y conce ns ha e been add essed using low heo y o unde s and how emo ional loyal y can be gene a ed
h ough sWOM pa icipa ion [Gao e al. 2017]. Likewise, some s udies ocus on analyzing low as an an eceden o
beha io al loyal y because o i s powe o encou age pu chases and o awaken some hing in use s ha makes hem o
look o epea his expe ience [Hausman & Siekpe 2009; Kim & Han 2014; Kou a is 2002]. Thus, i seems p ac ical
o di e en ia e be ween beha io al and emo ional loyal y in o de o iden i y how low gene a es each ype o loyal y.
In addi ion, i has been con i med ha low can posi i ely in luence he in en ion o e u n o a websi e and o
epu chase om i [Luna e al. 2002], and ha low also has a posi i e e ec on WOM [He ando e al. 2018; O'Cass
& Ca lson 2010]. Hence, we hypo hesize ha he esponse o ha ing eached he s a e o low has a posi i e impac
on emo ional and beha io al loyal y:
H2. The s a e o low will ha e a posi i e e ec on (H2a) sWOM in en ion (emo ional loyal y), (H2b) e u n
in en ion and (H2c) epu chase in en ion (beha io al loyal y).
Table 1. De ini ions o he Va iables o he Concep ual Model
Sou ce: Au ho ’s elabo a ion.
2.6. Mode a ing E ec o Cul u e
Se e al s udies con i m ha cul u e in luences consume beha io [Fo bes 2017; Luna & Gup a 2001; McCo &
Malho a 1993; Richa d & Habibi 2016; Schumann e al. 2010; T iandis 1972]. In ac , cul u al s udies on websi e
design ha e ied o o e localized in e aces [Taylo 1992] wi h adap ed Web con en [see e iew by Mou a e al.
2015], and ha e e en ied o ind he pe ec algo i hm o adap in e aces o use s’ cul u al backg ound [Reinecke &
Be ns ein 2013]. Ne e heless, social comme ce does no look o a ge use s based on hei localiza ion, eligion o
cul u e; con e sely, social comme ce aims o enable social in e ac ions du ing comme cial ac i i ies any ime and
anywhe e [He ando e al. 2017]. Social comme ce websi es can be accessed om all a ound he wo ld; ha is, a use
om Sweden can buy some hing online om Japan, and an Aus alian can sha e in o ma ion abou a F ench p oduc
on a Canadian discussion o um. Thus, use s’ social in e ac ions can be cul u ally di e se, which calls o u he
c oss-cul u al esea ch on social comme ce [Bae hge e al. 2016].
Cul u e has been de ined as “ he collec i e p og amming o he mind ha dis inguishes he membe s o one g oup
o ca ego y o people om o he s” [Ho s ede 1980, p. 25]. C oss-cul u al esea ch has e ol ed om he in oduc ion
o Ho s ede’s [1980] ou cul u al dimensions (powe dis ance, indi idualism/collec i ism, unce ain y a oidance, and
Va iables
De ini ions
Usabili y
The ex en o which he websi e is seen by use s as use ul, easy o na iga e and well s uc u ed.
sPassion
The posi i e a ec i e eeling owa d a social comme ce websi e ha use s expe ience as a esul o
in e ac ion, socializing and enjoymen du ing na iga ion.
Flow
Op imal expe ience ha use s each when hey a e ully concen a ed, enjoying he na iga ion, and
eeling a empo al dis o ion.
sWOM In en ion
The in en ion o sha e a posi i e hough [make a ecommenda ion, a e a p oduc posi i ely, gi e an
opinion on he discussion o um, e c.] on a social comme ce websi e.
Re u n In en ion
The in en ion o e isi he same websi e.
Repu chase In en ion
The in en ion o epu chase om he same websi e.

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Page 204
masculini y/ eminini y), o six cul u al dimensions wi h he addi ion o high/low long- e m o ien a ion and
indulgence/ es ain [Ho s ede 2011]. Acco ding o Ho s ede, a na ion’s sco e in each o he dimensions is inhe en o
each cul u e and he ep esen a ion o his cul u e in indi iduals’ beha io .
C oss-cul u al esea ch in ma ke ing has been unde aken in ela ion o mobile comme ce [Ha is e al. 2005],
websi e na iga ion [Luna e al. 2002], in o ma ion sys ems [Leidne & Kaywo h 2006], elec onic comme ce [Chen
e al. 2015; Pa lo & Chai 2002], online paymen s [Deu el e al. 2019], websi e design [Mou a e al. 2016], low
expe ience [Asakawa & Yana 2010; Mone a 2004a; Richa d & Habibi 2016], passion [Albe e al. 2013; Bu ke e al.
2015], websi e in e ac i i y [Cho & Cheon 2005], WOM [Fong & Bu on 2008; Lam e al. 2009; Money e al. 1998],
online consume e iews [Wang e al. 2019], and cus ome loyal y [Peña-Ga cía e al. 2018], bu sca cely in social
comme ce [Ng 2013; Noh e al., 2013; Sheikh e al. 2017]. Thus, u he c oss-cul u al s udies con ex ualized in
ela ion o social comme ce a e necessa y [see e iew by Bae hge e al. 2016]. In social comme ce, i has been
con i med ha cul u e mode a es us ans e ed om social in e ac ions o pu chase in en ion depending on he
deg ee o unce ain y a oidance and collec i ism/indi idualism o he s udied socie ies [Ng 2013]. Tes ing he same
wo cul u al dimensions, Sheikh e al. [2017] a i ms ha cul u e mode a es he ela ionship be ween beha io al
in en ions and use beha io in social comme ce. Noh e al. [2013] s a e ha he mo e collec i is a socie y is, he mo e
use in en ion is shown owa d social comme ce.
Likewise, some s udies ha e es ed he s a e o low in ela ion o di e en cul u al backg ounds [Asakawa &
Yana 2010; Mone a 2004b; Richa d & Habibi 2016]; howe e , o he bes o ou knowledge, he e is no con ex ualized
esea ch on social comme ce websi es. Rega ding he hypo hesized an eceden s o low, i is belie ed ha u ili a ian
s imuli e ec s on a websi e a y among cul u es [Cy e al. 2008; Cy e al. 2010]; in he same way, cul u e a ec s
how people de ine passiona e lo e [Kim & Ha ield 2004], so he way use s expe ience sPassion can also a y ac oss
cul u es. Rega ding he hypo hesized consequences o low, some esea che s ha e s udied e-comme ce loyal y
beha io s ac oss cul u es [Chen e al. 2015; Cy e al. 2008], and ha e es ed whe he cul u e a ec s beha io s such
as pu chase in en ion o WOM [Fong & Bu on 2008; F ank e al. 2015; He nandez-O ega e al. 2017; Lam e al.
2009; Money e al. 1998; Schumann e al. 2010]. The e o e, i seems easonable o analyze he mode a ing e ec o
cul u e in he p oposed esea ch model.
Rega ding he s imuli an eceden s o low, he mode a ing e ec o cul u e will be es ed om a eminine e sus
masculine pe spec i e – ha is, by checking whe he he socie y is o ien ed mo e owa d emo ions ( eminine) o o
ma e ialism (masculine). These eminine/masculine dimensions a e no oo ed in sexism, being ela ed o nei he
eminism no machismo, bu a he co espond o he ex en o which indi iduals ca e abou o he s. Acco ding o
Ho s ede [Ho s ede 2018], a high sco e on his dimension (indica ing g ea e masculini y) indica es ha he socie y is
d i en by compe i ion, achie emen and success, wi h success being de ined by he winne /bes in ield – a alue
sys em ha s a s in school and con inues h oughou o ganiza ional li e. A low sco e (indica ing g ea e eminini y)
on he dimension means ha he dominan alues in socie y a e ca ing o o he s and quali y o li e. A eminine socie y
is one in which quali y o li e is he sign o success and s anding ou om he c owd is no admi able. In eminine
cul u es, ende alues p e ail and he e is a s onge ela ionship o ien a ion compa ed wi h masculine cul u es
[Schumann e al. 2010], so passion can be linked o eminine sco es. Feminine cul u es a e people o ien ed, whe eas
masculine cul u es a e o ien ed owa d money and hings [Ho s ede 1983]. In socie ies ha a ach g ea impo ance o
emo ions, i is also expec ed ha sPassion, as a hedonic s imulus, has a s onge e ec on use s’ expe iences han does
usabili y, as a u ili a ian s imulus. Mo eo e , ollowing he a gumen ha masculine socie ies a e o ien ed owa d
money and hings [Ho s ede 1983], i is expec ed ha in hese socie ies u ili a ian s imuli, such as usabili y, will ha e
a g ea e impac on low compa ed o in eminine socie ies. The e o e, we hypo hesize:
H1’. (H1’a) In mo e eminine socie ies, he hedonic s imulus (sPassion) will ha e a s onge e ec on use s
expe iencing low s a e compa ed o in mo e masculine socie ies, while (H1’b) in mo e masculine socie ies, he
u ili a ian s imulus (usabili y) will ha e a s onge e ec on use s expe iencing low s a e compa ed o in mo e
eminine socie ies.
Rega ding low esponses o consequences, he mode a ing e ec o cul u e will be ackled by analyzing high-
e sus low-long- e m o ien a ion, because in he esea ch model low consequences a e measu ed as use in en ions.
Long- e m socie ies a e o ien ed owa d he u u e, and people in hese socie ies y o lea n om o he s [Ho s ede
2011]. Thus, he le el o long- e m o ien a ion migh in luence esponses o expe iencing low, such as sWOM, e u n
and epu chase in en ions. In high long- e m socie ies, pas expe iences a ec p esen and u u e in en ions [Ho s ede
InSigh s 2018]. The e o e, i is expec ed ha long- e m socie ies a e mo e likely o show u u e in en ions ela ed o
he pu chasing p ocess compa ed o socie ies ha sco e low in his dimension. Ng [2013] s a es ha cul u e can
mode a e he ela ionship be ween social in e ac ions and pu chase in en ions in social comme ce; howe e , he s udy
ocuses only on he in luence o unce ain y a oidance and indi idualism, dis ega ding long- e m o ien a ion.
Mo eo e , i is assumed ha hese in en ions will also e ain in en ion o sp ead sWOM; ha is, use s’ in en ions o
Jou nal o Elec onic Comme ce Resea ch, VOL 20, NO 4, 2019
Page 205
gi e and ecei e use -gene a ed con en , make ecommenda ions, sha e opinions, a e p oduc s, e c. Social comme ce
con ex s a e p opi ious o sha ing WOM, since use s can sha e common in e es s and conce ns, such as on discussion
boa ds [Fong & Bu on 2008]. Cul u e in luences he way indi iduals communica e, and guides hei beha io and
communica ion p ocess [Kim & Bonk 2002]. The e o e, we hypo hesize he ollowing:
H2’. In high long- e m-o ien ed socie ies, use s’ low expe ience will ha e a g ea e e ec on (H2’a) in en ion
o sp ead sWOM (emo ional loyal y), (H2’b) in en ion o e u n (beha io al loyal y) and (H2’c) in en ion o
epu chase (beha io al loyal y) compa ed o in low long- e m-o ien ed socie ies.
Figu e 2 shows he esea ch model, wi h all p oposed hypo heses.
Figu e 2. Resea ch model
3. Me hodology
3.1. Me hodology Design
We selec ed Spain and Japan o his in es iga ion, o wo main easons: i s , because, acco ding o Ho s ede’s
[2018] classi ica ion (see Table 2), Japan and Spain show signi ican di e ences in he wo s udied dimensions (Japan
sco es high in masculini y and high in long- e m o ien a ion; Spain sco es low in masculini y, which means ha i is
a eminine coun y, and low in long- e m o ien a ion); and, second, because bo h coun ies ha e simila sco es in he
es o he dimensions, which enables us o a oid o he dimensions’ possible impac s on he model, and hus bias ha
could a ise i sco es di e ed in he emaining dimensions.
Acco ding o Ho s ede InSigh s [2018], wi h a sco e o 88, Japan is one o he mos long- e m-o ien ed socie ies,
and he Japanese a e cha ac e ized as aking hei ime o make decisions (see Table 2). Mo eo e , al hough Japan is
he mos masculine socie y in he wo ld, wi h a sco e o 95, Japanese people do no show compe i i e indi idual
beha io due o i s mild, collec i is cul u e. Acco ding o he na ional alue mani es a ions p oposed by Ho s ede
[2018], Spain is mo e linked o passion. Spanish people like o li e in he momen , wi hou g ea conce n o he
u u e, and ha e a low long- e m o ien a ion [Ho s ede InSigh s 2018]. Bea ing hese speci ic cha ac e is ics o each
coun y in mind, ou c oss-cul u al s udy analyzes he dimensions o masculini y/ eminini y and high/low long- e m
o ien a ion. Japan and Spain sco e high and low as long- e m-o ien ed cul u es, espec i ely, which is why we used
hese coun ies as he cul u al backg ound o ou s udy. Hence, we conside ed ha hese wo coun ies would help us
o unde s and how use s’ op imal expe ience in social comme ce, based on websi e design s imulus and a ec i e
s imulus, can posi i ely a ec hei loyal y in en ions.
He ando e al.: Social Comme ce Use s’ Op imal Expe ience
Page 206
Table 2. A Compa ison be ween Japan and Spain in Rela ion o Ho s ede’s Dimensions
Powe Dis ance
Indi idualism s
Collec i ism
Masculini y s
Feminini y
Unce ain y
A oidance
High s Low
Long Te m
O ien a ion
Indulgence s
Res ain
Japan
54
46
95
92
88
42
Spain
57
51
42
86
48
44
Sou ce: www.Gee -Ho s ede.com
3.2. Da a Collec ion and P ocedu e
The da a used o his s udy we e collec ed h ough an online su ey. The o al numbe o esponses was 590,
dis ibu ed in o wo subsamples: Japanese (n = 194) and Spanish (n = 396) (see Table 3). Ages anged om 18 o 34
yea s, ep esen ing gene a ions Y (1981–1990) and Z (1991–2000) – ha is, gene a ions ha g ew up wi h echnology
and a e sa y use s [AMA 2016; Bilgihan 2016; Kan a Millwa d B own 2016]. All esponden s we e online
consume s who had ecen ly bough om social comme ce websi es.
A he beginning o he ques ionnai e, a e being gi en an explana ion o he concep o social comme ce,
pa icipan s we e selec ed om hose who had ecen ly pu chased using a websi e wi h he cha ac e is ics o a social
comme ce pla o m. They we e hen asked o name he social comme ce websi e om which hey had bough . Among
hei answe s we e Amazon, AliExp ess, and Booking, and many o he websi es de ined as social comme ce
pla o ms. Th oughou he ques ionnai e, he esponden s we e con inuously asked o ecall hei expe ience on he
websi e hey had chosen.
In ecen yea s, se e al au ho s ha e come o he conclusion ha wo ypes o social comme ce can be clea ly
iden i ied in e ms o he main ocus o he websi e [Chen e al. 2017; Ko 2018; Lin e al. 2017; Ng 2013; Wang &
He ando 2019; Zhang & Benyouce 2016; Zhang e al. 2019]. Fi s , social comme ce websi es can be conside ed as
comme cial websi es wi h added social in e ac ion ools (e.g., Amazon and Booking), and second, hey can be
conside ed as social ne wo ks wi h added comme cial unc ions ha acili a e pu chases (e.g., Facebook, Ins ag am
and Fancy) [G ange e al. 2019; Kim & Pa k 2013; Yada e al. 2013]. In o he wo ds, he ocus may be on comme cial
ac i i y o on social in e ac ions [Ko 2018]. Al hough he as majo i y o s udies on social comme ce ha e
concen a ed on he social in e ac ion aspec o social comme ce pla o ms [see e iews o he li e a u e on social
comme ce by Lin e al. 2017; Zhang & Benyouce 2016; Zhou e al. 2013], his s udy akes as i s con ex he i s kind
o social comme ce websi es – ha is, hose ha add social in e ac ion ools o he si e – because hese a e mo e closely
linked o he business ield. The main aim o hese websi es is o gene a e comme cial ac i i y, whe eas social ne wo k-
based social comme ce websi es end o p io i ize social connec ions and o pu comme cial pu poses in second place
[G ange e al. 2019].
Table 3. De ailed Demog aphics o he Pa icipan s
Japan
Spain
Age: 18-34
194
396
Gen e
Women
85 (44%)
198 (50%)
Men
109 (56%)
198 (50%)
3.3. Common Me hod Bias
Common me hod bias was assessed using p ocedu al and hen s a is ical app oaches [Podsako e al. 2003]. Fi s ,
all esponden s we e in o med abou he anonymi y o he ques ionnai e and he lack o igh o w ong esponses.
Second, Ha man’s single- ac o es shows ha he a iance o a single ac o explained 41.588% o he o al a iance.
Since i explained less han 50% o he o al a iance, i is con i med ha he da a do no su e om common me hod
bias.
3.4. Ins umen De elopmen and Valida ion
Be o e s a ing da a collec ion, he su ey ins umen was checked by a ious expe s in he di e en coun ies
(Spain and Japan) o ensu e ha all he i ems and ex we e unde s andable, and o assess ace and con en alidi y.
This p e es esul ed in some mino changes, mos o which we e in ended o imp o e he su ey’s leng h and ease o
comple ion. To ensu e con en alidi y, li e a u e abou he a iables included in he model was ho oughly e iewed,
and he a iables we e adap ed o he social comme ce con ex . The e ised su ey was again checked by se e al
expe s. As adap ed o he social comme ce con ex by He ando e al. [2017], and based on he scale o Baldus e al.
[2015], sPassion comp ised six i ems. Usabili y consis ed o h ee i ems based on he scale o Fla ián e al. [2006].
Flow concep ualiza ion, as a e lec i e cons uc [Siekpe 2005], was based on he wo k o He ando e al. [2018],
whe e he mul idimensionali y and s uc u e o low we e es ed in he social comme ce con ex . Based on his
Jou nal o Elec onic Comme ce Resea ch, VOL 20, NO 4, 2019
Page 207
p e ious wo k, low was measu ed as a second-o de e lec i e cons uc consis ing o h ee subdimensions –
concen a ion, enjoymen and empo al dis o ion – wi h h ee, h ee and six i ems, espec i ely, om he scales o
Jackson and Ma sh [1996], Kou a is [2002], Aga wal and Ka ahanna [2000] and No ak e al. [2000], used in social
comme ce con ex s by He ando e al. [2018]. sWOM consis ed o h ee i ems based on Kim and Pa k [2013]. Finally,
e u n and epu chase in en ion we e measu ed wi h wo and h ee i ems, espec i ely, based on he scales o Hausman
and Siekpe [2009] and Kim and Pa k [2013] (see Table A in he Appendix). All su ey a iables we e measu ed on a
se en-poin Like scale, wi h he lowes sco e being 1 (s ongly disag ee), and he highes 7 (s ongly ag ee).
4. Resul s
4.1. Valida ion o he Measu emen Models
The ocus o his s udy is on analyzing he e ec o cul u e on social comme ce use s’ expe ience. To do so, i s ,
we an he measu emen and he s uc u al model in o de o es he ela ionship be ween sPassion (hedonic s imulus)
and usabili y (u ili a ian s imulus) on he s a e o low, and consequen ly i s e ec on in en ion o sp ead sWOM
(emo ional loyal y) and o e u n and epu chase (beha io al loyal y). Second, we analyzed he mode a ing e ec o
cul u e.
To ensu e he alidi y and eliabili y o he measu emen scale, an explo a o y ac o analysis was conduc ed
using SPSS e sion 22 and cons uc alidi y was analyzed using pa ial leas squa es (PLS) wi h he s a is ical
so wa e Sma PLS 3 [Ringle e al. 2015]. Explo a o y ac o analysis assessed he deg ee o dimensionali y o he
p oposed scales using he p incipal axis ac o ing me hod and a imax o a ion [Kaise 1970, 1974]. Cons uc alidi y
de e mines whe he he e a e high co ela ions be ween measu es o he same cons uc – i.e., con e gen alidi y –
o low co ela ions be ween measu es o cons uc s ha a e expec ed o di e – i.e., disc iminan alidi y [Campbell
& Fiske 1959; S aub 1989].
Based on Fo nell and La cke [1981], o assess con e gen alidi y he eliabili y o each i em was examined, and
was deemed o show in e nal consis ency when he C onbach’s alpha alues we e highe han 0.70 [Nunnally 1978;
Nunnally & Be ns ein 1994). The composi e eliabili y o each cons uc was also conside ed, wi h alues g ea e han
0.60 deemed accep able [Bagozzi & Yi 1988; Fo nell & La cke 1981], along wi h he a e age a iance ex ac ed
(AVE), which had o exceed he alue o 0.50 [Fo nell & La cke 1981] and, p e e ably, be g ea e han 0.70 [Hai e
al. 2014].
The disc iminan alidi y was es ed o con i m ha he cons uc s di e ed om each o he . To do so, i s , he
c oss-loadings we e analyzed [Hai e al. 1999]. Second, a symme ic ma ix was used o co obo a e ha he AVE on
he diagonal was la ge han i s co esponding squa ed co ela ion coe icien s in i s ows and columns [Fo nell &
La cke 1981; Hai e al. 1999]. Finally, he HT/MT (He e o ai /Mono ai ) a io be ween co ela ions [Hensele e
al., 2015] was de e mined; his showed disc iminan alidi y when he co ela ions be ween he cons uc i ems we e
highe han he co ela ions ha measu ed o he cons uc s. The measu emen model esul s o he h ee subsamples
and he ull sample a e shown in Tables 4 and 5.
Table 4. Reliabili y and Con e gen Validi y o he Measu emen Model
Va iable
Sample
CA
CR
AVE
sPassion
To al
Japan
Spain
0.916
0.854
0.926
0.934
0.890
0.941
0.704
0.575
0.728
Usabili y
To al
Japan
Spain
0.888
0.859
0.895
0.930
0.914
0.934
0.817
0.779
0.826
Flow
To al
Japan
Spain
0.923
0.907
0.927
0.943
0.921
0.938
0.543
0.500
0.557
IsWOM
To al
Japan
Spain
0.925
0.929
0.914
0.953
0.955
0.946
0.870
0.875
0.854
Re u n In en ion
To al
Japan
Spain
0.922
0.898
0.925
0.962
0.951
0.963
0.927
0.907
0.929
Repu chase In en ion
To al
Japan
Spain
0.915
0.901
0.913
0.949
0.938
0.945
0.855
0.834
0.851
No e: CA = C onbach Alpha; CR = Composi e Reliabili y; AVE = A e age a iance explained.
He ando e al.: Social Comme ce Use s’ Op imal Expe ience
Page 214
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Appendix
Table A. Scale
sPASS1
sPASS2
sPASS3
sPASS4
sPASS5
sPASS6
sPassion – Based on He ando e al. [2017]:
I am mo i a ed o pa icipa e on his social comme ce websi e because I am passiona e abou i .
I pa icipa e on his social comme ce websi e because I ca e abou i .
My passion o his social comme ce websi e’s p oduc s makes me wan o pa icipa e in i s communi y.
I like pa icipa ing on his social comme ce websi e because I can use my expe ience o help o he people.
I eally like helping o he use s wi h hei ques ions.
I eel good when I can help answe o he use s’ ques ions.
USA1
USA2
USA3
Usabili y – Based on Fla ián e al. [2006]:
The con en o his social comme ce websi e is easy o unde s and.
On his social comme ce websi e, i is easy o ind he in o ma ion I need.
The s uc u e o his social comme ce websi e is easy o unde s and.
CON1
CON2
CON3
ENJ1
ENJ2
ENJ3
TD1
TD2
TD3
TD4
TD5
TD6
S a e o low – Based on He ando e al. [2018]:
Concen a ion – Based on Jackson & Ma sh [1996]:
My a en ion was ocused en i ely on wha I was doing.
I was o ally abso bed in wha I was doing.
I had o al concen a ion.
Enjoymen – Based on Kou a is [2002]:
I ound my isi in e es ing.
I ound my isi enjoyable.
I ound my isi un.
Tempo al dis o ion - Based on Aga wal & Ka ahanna [2000]; No ak e al. [2000]:
Time seemed o go by e y quickly when I used his social comme ce websi e.
When I used his social comme ce websi e, I ended o lose ack o ime.
I o en spend mo e ime on his social comme ce websi e han I had in ended.
I eel I am in a wo ld c ea ed by he social comme ce websi e I isi .
Using his social comme ce websi e o en makes me o ge whe e I am.
The wo ld gene a ed by he social comme ce websi e I isi is mo e eal o me han he " eal wo ld".
IsWOM1
IsWOM2
IsWOM3
sWOM In en ion – Adap ed om Kim & Pa k [2013]:
I am likely o p o ide o he s wi h posi i e in o ma ion on his social comme ce websi e.
I am likely o make ecommenda ions on his social comme ce websi e.
I am likely o encou age o he s o conside his social comme ce websi e.
RET1
RET2
Re u n In en ion – Based on Hausman & Siekpe [2009]:
I am likely o e isi his social comme ce websi e in he nea u u e.
I am encou aged o e isi his social comme ce websi e in he nea u u e.
REP1
REP2
REP3
Repu chase In en ion - Based on Kim & Pa k [2013]; Hausman & Siekpe [2009]:
I am likely o pu chase on his social comme ce websi e.
Gi en he oppo uni y, I in end o pu chase on his social comme ce websi e.
I in end o pu chase h ough his social comme ce websi e in he nea u u e.