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The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce

The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce

Youngkeun Choi
Copyright: © 2019 |Volume: 11 |Issue: 4 |Pages: 12
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781522565239|DOI: 10.4018/IJESMA.2019100105
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MLA

Choi, Youngkeun. "The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce." IJESMA vol.11, no.4 2019: pp.67-78. http://doi.org/10.4018/IJESMA.2019100105

APA

Choi, Y. (2019). The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce. International Journal of E-Services and Mobile Applications (IJESMA), 11(4), 67-78. http://doi.org/10.4018/IJESMA.2019100105

Chicago

Choi, Youngkeun. "The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce," International Journal of E-Services and Mobile Applications (IJESMA) 11, no.4: 67-78. http://doi.org/10.4018/IJESMA.2019100105

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Abstract

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of aesthetic experience as different ways to provide deep and meaningful consumer engagement, this study develops a model that explores the antecedents of aesthetic experience and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, enjoyment, facilitating conditions, and self-efficacy among the all of sub-factors of aesthetic experience increase consumers' aesthetic experience. Second, consumers' aesthetic experience increases their purchase intention. Finally, facilitating conditions and self-efficacy among the antecedents of aesthetic experience increase consumers' purchase intention through their aesthetic experience. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by aesthetic experience.

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