Efficacy of Communication Support in Collaborative Online Shopping: The Moderating Effect of Task Types

Abstract

With the widespread popularity of social media such as Facebook and Twitter, social commerce is generating much hype in business and is attracting a lot of attention in academia. Social commerce integrates e-commerce and social communication/media. In this research, our focus is on collaborative online shopping. This research-in-progress paper outlines an experimental study to investigate the effect of communication support and task types on collaborative online shopping. Media Richness Theory (MRT) and Task-Media Fit (TMF) form the theoretical foundation of this research. As a pioneering research to investigate the interaction effect of communication support and task types in collaborative online shopping, we expect this research to contribute to a better understanding of the design and development of collaborative online shopping websites. © (2013) by the AIS/ICIS Administrative Office All rights reserved.

Department(s)

Business and Information Technology

Keywords and Phrases

Collaborative shopping; Media richness theory; Social e-commerce; Task-media fit

International Standard Book Number (ISBN)

978-162993394-8

Document Type

Article - Conference proceedings

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2024 The Association for Information Systems (AIS), All rights reserved.

Publication Date

01 Dec 2013

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