Do safe buy buttons and integrated path-to-purchase on social platforms improve users’ shopping-related responses?

作者：

Highlights：

• Focus on finding effective actions to optimize buy button performance.

• Sample of users of Wechat recruited by Wjx, a Chinese online panel similar to MTurk in the US.

• Shopping safeguards aligned with buy button use positively influence users’ responses.

• An integrated purchase path can render users’ more positive reactions towards shopping on a social platform.

摘要

•Focus on finding effective actions to optimize buy button performance.•Sample of users of Wechat recruited by Wjx, a Chinese online panel similar to MTurk in the US.•Shopping safeguards aligned with buy button use positively influence users’ responses.•An integrated purchase path can render users’ more positive reactions towards shopping on a social platform.

论文关键词：Buy button,Social platform,Social shopping,Safe shopping,Path to purchase,Experimental design

论文评审过程：Received 29 April 2019, Revised 17 October 2019, Accepted 27 October 2019, Available online 12 December 2019, Version of Record 26 December 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100913