Does the Information Posted by Netizens Affect Your Mood? An Exploration through Consumer Socialization Theory

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Chenicha Praphruetmon


Online shopping is a new digital shopping subject to the combination of information society and anticipated emotion. In this study, consumer socialization theory (CST) is adopted to examine the influence of consumers’ sharing of online shopping characteristics on social media (i.e., informational social influences, positive anticipated emotion, negative anticipated emotion and content sharing behavior) on the process of consumer socialization and social behavior, to determine the impact of these characteristics on digital content sharing behavior. One moderator, product attitude, was tested in the study. Data from 291 online shopping users was collected using an online survey in Thailand. The structural equation modeling (SEM) results indicated that informational social influences have positive effects on positive anticipated emotion and facilitate consumer content sharing behavior on social commerce. Product attitude had a partially moderating effect on the model. The findings provide a clearer understanding of the attitudes and behavior of social user individuals related to the use of social commerce. This should help researchers and managers develop better marketing and management strategies in the future.

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