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.

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

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 6, 2025, https://repository.horizon.ac.id/items/show/9230.