Adoption of Transaction-focused Social Commerce by Fashion Product Merchants: A Study of WeChat Commerce in China
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The increased popularity of social media has provided new business opportunities in electronic-commerce, such as transaction-focused social commerce. The transaction-focused social commerce refers to the direct selling and buying activities conducted in the social network. This study aims to understand the application of transaction-focused social commerce in fashion products retail from the merchants' perspectives. With the guidance of the technology adoption model and the information system success model, this study reveals the motivations, benefits, and barriers of conducting transaction-focused social commerce. Fifteen in-depth international phone interviews were conducted with fashion product sellers through WeChat in China. Thematic analysis procedure was used to analysis the interview data. The results of this study provide valuable insights on transaction-focused social commerce to both scholars and practitioners.