| Every day,consumers are exposed to many advertisements,their aim is to attract maximum of consumers by giving them product/service-related information’s,application,demonstration and guidance of purchase,because consumers positive attitudes towards a product or a specific service can generate profit for companies,and that is only if advertising can only promote what the consumers really needs.With the arrival of the Covid-19 pandemic,everything has been called into question.This research is the first to estimate the double mechanism effects of cognition and emotion represented by satisfaction,user-generated content,trust and intimacy on repurchase intention in social commerce under the context of developing countries(China and Morocco)and analyze in details consumer’s behavior based on cultural dimensions and social interactions with the focus on the moderating role of cultural dimensions between trust,intimacy and RPI.During this empirical research,a quantitative study will be conducted,targeting China and Morocco as developing countries despite the differences in both countries economy and cultures,in order to analyze the effects of cognitive and emotional mechanisms on the consumers’ intention repurchase in social commerce.A research framework will be proposed including variables influenced and extracted from Yin 2019 and Yang 2019 recent studies which partially share the same orientation of this research with the focus on the consumer behavior and behavioral frequencies.During this research a 7-Likert scale structured survey using QUALTERICS XM(China)and GOOGLE FORM(Morocco)will be designed and combined with IBM SPSS 25 and SMARTPLS 3 for analyses and results interpretations in the scope and context of the objectives and questions of this study;RQ1:How thecultural dimensions moderates the relationship between trust,intimacy and repurchase intention in social commerce?RQ2:What are the effects of cognitive and emotional mechanisms on the consumers repurchase intention?RQ3:What is the impact of the economic environment of a developing country on the relationships between those constructs in social commerce?The combination of literature and research model aims to shed the light on these questions regarding consumer behavior and behavioral frequency.This research has remarkable implications for both practitioners and researchers,but limitations in this study may create a path for future research regarding the methodologies,countries context(developing VS developed)and analyses. |
