Department of Business Administration, National Taichung University of Science and Technology; Department of Business Administration, National Taichung University of Science and Technology
Previous studies discuss the antecedents of self-disclosure mainly on the basis of personal benefits or interpersonal relationships, but few studies focus on network situations or personal differences. In addition, previous studies mostly shed lights on the impacts of self-disclosure on the users, rather than on online retailers. Based on the Disclosure Decision Model, this study investigates the influences of social presence (situational perspective), and the influences of network characteristics (personal perspective) on self-disclosure, which will further impact continuance commitment toward online retailers. Questionnaire survey was used to collect data from 303 respondents who have ever used Fashion Guide website. The findings show that social presence, network centrality, and network strength have positive influence on depth of self-disclosure, whereas social presence and network strength positively impact breadth of self-disclosure. Both depth and breadth of self-disclosure influence sense of community, which will further have impacts on commitment toward online retailers. The findings would provide suggestions and recommendations for online retailers to enhance users’ disclosure behaviors in social commerce Websites.(140_M5ba4a13dc7b26_Abs.pdf(檔案不存在))
Self-disclosure, Social Presence, Network Characteristics, Sense of Community, Commitment
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