Examining online channel selection behaviour among social media shoppers: a PLS analysis

Abstract

Online social media shopper's channel selection behaviour have been neglected despite its significant effect on purchase decision in both offline and online markets. The purpose of this study is to examine the influence of transactive memory system (TMS) factors (specialisation, credibility and coordination), knowledge sharing (KS) and communication quality on online social media channel selection for shopping activities. Structural equation modelling (SEM) was performed using partial least squares (PLS) analysis to examine measurement model and structural model for reflective constructs. A total of 336 online questionnaires were collected from users of collaborative projects, social networking sites, blogs, content communities, virtual game worlds, and virtual social worlds. Our results reveal that TMS factors, KS and communication quality positively influence online channel selection. In addition, specialisation, credibility and coordination statistically contribute to TMS as a second order construct. This study extends the social exchange theory (SET) and TMS model in B2C retail context rather than B2B. Practical implications, limitations and directions for future research are discussed.