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Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community

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dc.rights.license Author Retains All Rights en_NZ
dc.contributor.advisor Toland, Janet
dc.contributor.advisor Tate, Mary
dc.contributor.author Hassan, Syahida
dc.date.accessioned 2016-11-25T02:40:05Z
dc.date.accessioned 2022-11-03T20:01:24Z
dc.date.available 2016-11-25T02:40:05Z
dc.date.available 2022-11-03T20:01:24Z
dc.date.copyright 2016
dc.date.issued 2016
dc.identifier.uri https://ir.wgtn.ac.nz/handle/123456789/30014
dc.description.abstract Although the field of social commerce has gained a lot of attention recently, there are many areas that still remain unexplored. A new phenomenon emerging within virtual communities is a blurring between social and commercial activities. To date, scholars in the social commerce literature have either focused on customers in the community or on medium to large scale businesses. There has been little research on social commerce communities which include micro-businesses despite their rapid growth in South East Asian countries. This study explores a social commerce community of Malay lifestyle bloggers, who are a subset of the Malaysian blogosphere community. Bloggers begin by using the personal genre, some then move on to set up online businesses using their personal blogs as a platform. The characteristic of blogging’s ease of use means there are low barriers to starting a small business, merging blogging and commerce. This changes the nature of the community by bringing in a new relationship, as well as relationships between bloggers and readers, there are now also relationships between sellers and customers. This study aims to understand the motivations for both sellers and customers, and how their relationships as bloggers and readers influence their participation in social commerce within the same community. To address the research objective, 20 sellers and 21 customers who also play a role as bloggers or readers were interviewed. In-depth interviews using laddering and semi-structured interview techniques were carried out to explore social commerce behaviour, the perceived consequences, and goals or values of participation. In addition, observation was also conducted on the platform used by the sellers. Data was coded using NVivo whilst the themes arising from the coding process were transformed into an implication matrix and hierarchical value map using Ladderux software. This study found that strong ties within the community, influenced by homophily and the sense of virtual community, motivated the customers to participate in commercial activities in order to obtain their goals which included a sense of obligation, loyalty, satisfaction and self-esteem. The relationships influenced customers to trust each other, provide social support and made purchasing products more convenient. Sellers were influenced by the convenience of using social media and the social support provided by the customers which helped them to achieve their goals which are profit and business sustainability. This study contributes to social commerce theory by highlighting an underexplored type of social commerce setting and addressing how trust can be transferred from social to commercial activities. The findings provide a useful insight for businesses, regardless of their size, to build an understanding of the need to create a good relationship with their customers. For macro-businesses, this model can be used to identify what is lacking in their social media marketing strategy. en_NZ
dc.format pdf en_NZ
dc.language en_NZ
dc.language.iso en_NZ
dc.publisher Te Herenga Waka—Victoria University of Wellington en_NZ
dc.rights Access is restricted to staff and students only until 04/2019. For information please contact the Library. en_NZ
dc.subject Social commerce en_NZ
dc.subject Virtual community en_NZ
dc.subject Motivation en_NZ
dc.title Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community en_NZ
dc.type text en_NZ
dc.date.updated 2016-11-07T02:31:44Z
vuwschema.contributor.unit School of Information Management en_NZ
vuwschema.subject.anzsrcfor 080699 Information Systems not elsewhere classified en_NZ
vuwschema.subject.anzsrctoa 1 PURE BASIC RESEARCH en_NZ
vuwschema.type.vuw Awarded Doctoral Thesis en_NZ
thesis.degree.discipline Information Systems en_NZ
thesis.degree.grantor Te Herenga Waka—Victoria University of Wellington en_NZ
thesis.degree.level Doctoral en_NZ
thesis.degree.name Doctor of Philosophy en_NZ

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