#2279. Understanding the Role of Affordances in Promoting Social Commerce Engagement

August 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Business and International Management;
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Abstract:
This study investigates how different types of affordances (i.e., utilitarian, hedonic, and connective) affect users’ platform and social identity and ultimately boost their social commerce engagement. To test our proposed model, we collected longitudinal data from 228 users of the Little Red Book, China’s leading social commerce platform.
Keywords:
Online affordances; online engagement; online platforms; platform identity; social commerce; social identity

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