Social Shopping: The Good, the Bad and the Ugly Minitrack

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With the recent emergence in OSNs like Facebook and Twitter, more studies appear with regard to information search using OSN (Watts, Dodds, & Newman, 2002). Online social media such as blogs, wikis, and social networks are improving speed and reinventing communication. The usage of online social networks (OSN) is changing the e-commerce society from transaction-based to relationship-based (Kim & Srivastava, 2007). OSN are increasingly being used to obtain information, opinions, and to view discussions to make shopping decisions. Often consumers are faced with purchase dilemmas and there are many questions in mind that could potentially affect the outcome of the purchase decision.

How shopping DM is conducted with the support of online social networks (OSN) has not been explored sufficiently in research. Although the usage of OSN is growing rapidly, there is a poor understanding of how OSNs can provide support, influence and manipulate purchase decisions in general. The objective of this mini-track is to obtain insights and develop theoretical understanding on topics and issues related to the influence of OSN on consumption orientated shopping decisions. We welcome conceptual, theoretical, and empirical papers that enrich our understanding of OSN and how they support and influence shopping decisions. All methodological approaches are welcome.

Topics of interest include but are not limited to:

  • Decision Making
  • Shopping
  • Social Media and Networks
  • Consumerism
  • Influence and persuasion
  • Peer pressure
  • Advertising
  • Marketing
  • Fraud and deception
  • Addiction
  • Compulsive shopping
  • Recommendations
  • Decision Support
  • e-commerce, mobile commerce, and social commerce
  • Gen-X, Y, Z, millennial shopping
  • Age, Gender, and Demographics
  • Governance, Risk, and Compliance
  • Security and Privacy
  • Virtual shopping
  • Shopping Games
  • Group shopping sites
  • Shopping communities
  • Shopping Marketplaces
  • Incentives
  • Processes and Systems
  • Tools and Technologies

Minitrack Co-Chairs:

Gabrielle Peko (Primary Contact)
University of Auckland

Shahper Vodanovich
Auckland University of Technology

David Sundaram
University of Auckland


Recent Submissions

Now showing 1 - 5 of 5
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    Social Media Usage and Shopping Preferences: an Empirical Investigation
    ( 2017-01-04) Vithayathil, Joseph ; Dadgar, Majid ; Osiri, John
    We empirically explore the associations between social media usage at home and shopping preferences using survey data. We focus on popular retail firms including brick-and-mortar firms such as Walmart, Target, Nordstrom, and Best Buy, and online retailers, such as Amazon, Walmart, Target, and Best Buy. Social media usage of popular platforms such as Facebook, Twitter, LinkedIn, and Skype are analyzed. We draw on Media Richness Theory (MRT) and Strength of Weak Ties from Social Network Analysis (SNA) and related theories to explain our results. Our results have important implications for social marketing campaigns and social media policies for consumer retail firms.
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    Sharing, Giving or Reselling: An Economic Analysis
    ( 2017-01-04) Chi, HuiHui ; Zhou, Wei
    We consider the non-linear properties \ and boundaries in the three forms of sharing, gift, \ and reselling economy. We decode the economic \ rationality and marketplace mechanisms in today’s \ ever booming sharing/gifting/reselling networks. \ We contribute to the fundamental economics literature \ by decomposing a merchandise into two \ parts: the ownership good and the detached good. \ The ownership good can be utilized or shared \ by the owner. The detached good can either be \ given as a gift or be resold for an income. The \ separation is bounded by considering the estimated \ finite life of the good and a future time stamp \ of detachment. We consider owner’s holding cost, \ various transaction costs, rewards, as well as the \ incentive mechanism from the network. We find \ that there exist various conditions when certain \ ownership form is more preferred to the others. \ Our results also indicate that governmental and \ marketplaces’ incentive policies play an important \ role when consumers make decisions among the \ three economic forms and consequently adjusting \ the total social welfare.
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    Deal or No Deal? - Asessing the Daily Deal Shopper
    ( 2017-01-04) Beurer-Zuellig, Bettina ; Seiler, Roger
    We build upon previous work done in online shopping segmentation but follow a customer-revealed approach by using an explorative cluster analysis on a sample of 11,848 daily deal shoppers located in Switzerland. We identify six segments into which the daily deal shoppers can be categorized: recreational shoppers, mobile shoppers, traditionalists, bargain hunters, socializers, and convenience seekers. These clusters are distinctively different in terms of shopping motives, online behavior, and demographics. By following these clusters, our research maps for the first time the field of daily deal shopping in Switzerland. Our findings have implications for business, as they suggest how to best serve different segments to enhance the customer experience, and for research, as they complement daily deal literature by identifying daily deal shopper segments.
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    Converting Pirates through Participative Schemes for Digital Goods: Exploring “Pay What You Want” and Persuasive Computing in Online Music
    ( 2017-01-04) Oppong-Tawiah, Divinus ; Bassellier, Genevieve
    This study looks at how social factors can be leveraged to dissuade online piracy in digital This study leverage persuasive computing to influence consumers' decision making process regarding their acquisition of online music and seeks to identify how different persuasive techniques can, in a pay way you want context, anchor the consumers' reference price to an amount significantly different from 0.
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    Introduction to Social Shopping: The Good, the Bad and the Ugly Minitrack
    ( 2017-01-04) Peko, Gabrielle ; Vodanovich, Shahper ; Sundaram, David