Does social media usage contribute to cross-border social commerce? An empirical evidence from SEM and fsQCA analysis.

Drawing from the S-O-R perspective, this paper proposes a theoretical model explicating the mechanism whereby social media usage functions on customers' engagement in cross-cultural social commerce by employing a mixed-method approach including SEM and fsQCA analysis technique. Analysis of the data collected from 135 countries' 2058 international students indicates that social media usage, either for information or socializing purpose, exerts positive effects on international customers' engagement in social commerce through the conduit of cultural identity change, and social support positively moderates the relationships between two dimensions of social media usage and cultural identity change. The analysis of fsQCA further augmented the robust results reached from SEM and identified four types of configurations that trigger customers' engagement in cross-border social commerce.

Effects of Social Media Usage on Consumers' Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis.

Social commerce has produced enormous economic benefits as well as challenges for organizations, individuals, and industries. However, social media usage does not necessarily generate users' intention to purchase on social commerce websites. How social media usage influences users' purchase intention on social commerce websites still deserves more scholarly attention and this seems particularly important when social commerce transcends borders and countries.