IS WECHAT SOCIAL TECHNOLOGY FITTING TO A WECHAT BRAND GROUP?

Abstract

Social commerce platform provides a new way of information sharing for brand-customer interactions. As a social media and e-commerce platform, WeChat can be used for searching and providing product or service information among group members. This study mixes the social capital and task technology fit theories to study social commerce engagement, and the social and brand effects of WeChat on social commerce performance. Data of 95 WeChat users were collected from the online survey and analyzed using the PLS for path analysis and hypothesis test. The results reveal that the social technology fit is an effective mediator between brand trust and WeChat social commerce engagement. The low brand experience does not significantly moderate the relationship between social technology fit and social commerce engagement.