User Transfer in Collaborative Commerce: Evident from Virtual Community to Social Commerce

In China, social commerce provided by virtual community is a classic mode of collaborative commerce. The current research analyzes what factors affect transferring virtual community member to consumer of social commerce provided by virtual community. We propose and empirically test a model of user transfer mechanism. The findings indicate that attitude to virtual community can be transferred to social commerce provided by virtual community, the perceived fit of brand and technology have effect on attitude to social commerce. This study also finds that, subjective norms positively influences perceiving to brand and technology, and attitude to social commerce, user involvement can enhance social influence of social commerce and user’ attitude to social commerce. This research advances our understanding of the user transfer from virtual community to social commerce and provides insights into the marketing promotion strategies for social commerce.