Hotel guests’ social commerce intention: The role of social support, social capital and social identification

Guo Qiong Ivanka Huang, Yun Victoria Chen, Ip Kin Anthony Wong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

42 Citations (Scopus)


Purpose: The purpose of this paper is to synthesize a dyadic theoretical model which takes social-oriented and individual-initiative drivers into account and illustrates a mechanism between social commerce intention and its antecedents in the hospitality industry. To understand tourist social commerce behaviors, the current study puts forward a comprehensive model and investigates the impact among social support, social capital, participant involvement and social identification on tourist propensity to engage in social commerce with behaviors such as to like, share, post reviews and make purchases. Design/methodology/approach: The current research draws on social exchange theory and social penetration theory to study how social-oriented drivers (i.e., social support and social capital) and individual-initiated drivers (i.e., participant involvement and social identification) could better explain tourists’ social commerce intentions. Structural equation modeling was performed based on a sample of 569 hotel guests from 61 hotels in Macau. Findings: Results reveal that social capital mediates the relationship between social support and social commerce behavioral intention. This chain of relationship is moderated by social identification in that the more a hotel guest identifies himself/herself as an in-group member of an online community, the more likely he/she would engage in social commerce behaviors. Practical implications: The diffusion velocity of marketing effect is manifested through customers’ social commerce intentions and behaviors, which helps managers to identify the importance in maintaining a supportive atmosphere to nurture intimate member-to-member and member-to-provider relationships. Originality/value: The present study enriches the social penetration theory and social exchange theory by showing how both individual and social perspectives could jointly influence hotel guest propensity to post likes and comments and to reserve hotel rooms, as means to build more intimate relationships with the members within a virtual community.

Original languageEnglish
Pages (from-to)706-729
Number of pages24
JournalInternational Journal of Contemporary Hospitality Management
Issue number2
Publication statusPublished - 10 Feb 2020
Externally publishedYes


  • Electronic commerce
  • Hotel
  • Social capital
  • Social identification
  • Social media
  • Social support

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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