Efficacy of communication support in collaborative online shopping: The moderating effect of task types

• Main Authors: SIAU, Keng, NAH, Fiona Fui-hoon, SHA, H.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Social e-commerce; media richness theory; task-media fit; collaborative shopping; Databases and Information Systems; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/9435
• Institution: Singapore Management University

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.