Boosting Purchase Intention and Online Participation Through Passion
Dublin Core
Title
Boosting Purchase Intention and Online Participation Through Passion
Subject
Passion; engagement; social commerce;
Description
This study analyzes the role of passion in engaging users and how it affects purchase intention and participation in social commerce contexts.
Based on marketing research, the engagement generation process is studied through the interactions among social presence,interactivity,
enjoyment, sPassion, purchase intention and spread of sWOM. The results have empirically confirmed that social interactions and information
exchange derived from the process boost user participation and the intention to purchase. At the core of the process, sPassion positively affects
the spreading of sWOM. The introduction of the new concept sPassion brings new challenges and opportunities to marketing research, helping
to develop the concept of engagement and furthering research on WOM valence. Knowing how sPassion is formed and what factors are key to
its creation enable companies to understand the necessary steps to enhance user participation in social commerce contexts.
Based on marketing research, the engagement generation process is studied through the interactions among social presence,interactivity,
enjoyment, sPassion, purchase intention and spread of sWOM. The results have empirically confirmed that social interactions and information
exchange derived from the process boost user participation and the intention to purchase. At the core of the process, sPassion positively affects
the spreading of sWOM. The introduction of the new concept sPassion brings new challenges and opportunities to marketing research, helping
to develop the concept of engagement and furthering research on WOM valence. Knowing how sPassion is formed and what factors are key to
its creation enable companies to understand the necessary steps to enhance user participation in social commerce contexts.
Creator
Carolina Herrando 1,*, Julio Jiménez-Martínez 2, María José Martín De Hoyos
Date
2020
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Carolina Herrando 1,*, Julio Jiménez-Martínez 2, María José Martín De Hoyos, “Boosting Purchase Intention and Online Participation Through Passion,” Repository Horizon University Indonesia, accessed June 27, 2025, https://repository.horizon.ac.id/items/show/9230.