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- W3020979974 abstract "A new phenomenon e merging within virtual commu nities is a blurring between social and commercial activities. This paper explores the motivations of customers who participat e in social commerce , The chosen context is micro - business es operated by members of a virtual communi ty of Malay lifestyle bloggers. Observations were carried out and 21 participants were interviewed in order to build an understand ing of the community . We used laddering techniques in order to answer the research questions, which is “ what is the relation ship between participation in virtual communit ies and their participation in social commerce?” We found that virtual community relationship was the main influential factor, and that virtual community relationship contributed to the sense of social support as well as customers’ trust in social commerce." @default.
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- W3020979974 date "2015-01-01" @default.
- W3020979974 modified "2023-09-24" @default.
- W3020979974 title "Why customers participate in social commerce activities? – A laddering analysis" @default.
- W3020979974 hasPublicationYear "2015" @default.
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