Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326319 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2363414 [Year:] 2024 [Pages:] 1-16
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
Social media platforms have been major channels for consumers to search for product-related information, compare market prices, and consult other experienced buyers. Particularly, social media influencers play a crucial role in consumers’ decision-making process. Scholars have confirmed that information-seeking behavior enhances the efficiency of decision-making. However, a fundamental question arises about what other variables influence the relationship between information-seeking behavior and consumer efficiency. By combining the theory of consumer shopping productivity and para-social interaction, this study proposed a model that explains how information-seeking behavior enhances consumer efficiency through social media influencers and consumer knowledge. The study further extends the theory of consumer shopping productivity to a social commerce setting. This study used representative data from a national survey through face-to-face interviews in Taiwan. The results identified consumer knowledge as the strongest variable in the consumer decision-making process. Furthermore, social media influencer exposure moderately helps consumers to make efficient decisions. Finally, consumer knowledge moderates the relationship between information-seeking behavior and perceived consumer efficiency.
Subjects: 
consumer efficiency
market knowledge
consumer knowledge
product information seeking
social media influencer
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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