Decoding Consumer Engagement: “Uncovering Factors in Social Commerce Adoption and Non-paying Bid Behavior

Let's concentrate on social commerce adoption in developing economies, specifically delving into Vietnamese consumers' preferences. It emphasizes the need to enhance user-friendliness and utility of social commerce websites, with a particular emphasis on mobile devices, widely favored by Vietnamese buyers for their online shopping endeavors. By aiming to contribute to the existing literature, this study seeks to unravel the factors that sway Vietnamese consumers towards engaging in social commerce. The proposed research model, encompassing normative beliefs, technology competency, security perceptions, privacy considerations, trust levels, and social presence perceptions, forms the framework for this investigation. We will also shed light on the surging popularity of consumer-to-consumer (C2C) online auctions and the pressing issue of nonpaying bid behavior. The authors stress the crucial need to comprehend the drivers behind this behavior in order to devise effective strategies for its prevention. The research model introduced in this paper incorporates platform quality, impulse buying tendencies, perceived risk, interaction quality, and the pivotal factor of nonpaying bid attitude. Notably, the discussion extends to consider the moderating impact of experience on these relationships, offering a nuanced understanding of the dynamics at play.

DISCUSSION

The discussion section of the study serves as a reflective lens through which the intricate web of findings is scrutinized, offering profound insights into the implications and broader significance of the research. The study's extension of the Technology Acceptance Model (TAM) by integrating contextually relevant factors specific to social commerce adoption in a developing economy underscores the nuanced understanding achieved.

The significance of this study reverberates beyond its immediate scope, contributing substantively to the realm of information systems research. By delving into the landscape of social commerce adoption within the unique context of Vietnam, the findings fill a critical gap in the literature. The nuanced examination of social commerce's adoption dynamics in a developing economy amplifies our comprehension of this global phenomenon, transcending traditional boundaries and resonating with the evolution of digital commerce on a larger scale.

A pivotal focal point within the discussion is the discernment of key factors that sway Vietnamese consumers towards embracing social commerce platforms. Normative beliefs, signifying the influence of societal norms and peer behaviors, emerge as a powerful catalyst. This sheds light on the sociocultural underpinnings shaping consumer behavior, affirming the intricate interplay between personal convictions and external influences.

Perceived ease of use and perceived usefulness emerge as cornerstones, aligning with the essence of user-centric design in the digital landscape. These factors underscore the pivotal role of seamless interaction and tangible benefits in driving consumer engagement. Furthermore, the findings magnify the ripple effect of perceived security and privacy, not only in fostering trust but also in indirectly influencing consumers' intention to engage. This intricate nexus underscores the multifaceted nature of building consumer confidence within digital environments.

Intriguingly, the discussion unravels the thread connecting technology competency, perceived ease of use, and perceived usefulness. This trifecta illuminates the pivotal role of consumers' technological fluency in shaping their perceptions and attitudes toward social commerce. It emphasizes the role of digital literacy as a crucial enabler, wherein consumers proficient in technology find themselves better equipped to navigate and harness the benefits of social commerce platforms.

Shifting focus, the discussion gracefully transitions to the realm of nonpaying bid behavior within online auctions, a parallel facet of the study's investigation. The researchers meticulously unpack the influence of platform quality, impulse buying inclination, perceived risk, and interaction quality in shaping consumers' nonpaying bid attitudes. Importantly, the nuanced exploration extends to consider the moderating impact of experience on these relationships. This layer of analysis enriches the understanding of the dynamics underlying consumer behavior within the digital auction ecosystem.

In exploring the mechanisms underlying the observed results, the discussion offers insightful conjectures, weaving potential explanations that bridge empirical findings with theoretical underpinnings. The acknowledgment of study limitations, a hallmark of rigorous research, further underscores the research's candid approach. These limitations not only contribute to the transparency of the study but also pave the way for future research endeavors.

The discussion draws the curtains on this comprehensive exploration by offering a panoramic view of the study's contributions. From extending the TAM framework to encapsulate the intricacies of social commerce in a developing economy, to unraveling the multifaceted relationships between normative beliefs, ease of use, usefulness, and trust, the study's insights resonate across academia and industry alike. As the digital landscape continues to evolve, propelled by technological advances and shifting consumer behaviors, this research stands as a guiding light, illuminating the path toward more informed business strategies, enriched user experiences, and a deeper comprehension of the digital realm's intricate tapestry.

HIGHLIGHTING KEY POINTS

The presented studies offer a comprehensive exploration of consumer behavior within the realms of social commerce adoption and nonpaying bid behavior in online auctions. Here are the key points and their explanations distilled from the analysis:

Influence of Factors on Social Commerce Adoption:

The studies collectively reveal that normative beliefs, perceived ease of use, perceived usefulness, and perceived social presence are significant drivers of Vietnamese consumers' intention to engage in social commerce. Normative beliefs underscore the role of social influence and conformity in shaping consumer behavior. Perceived ease of use highlights the importance of user-friendly interfaces and seamless interactions, while perceived usefulness emphasizes the tangible benefits consumers perceive from using social commerce platforms. The role of perceived social presence highlights the impact of interpersonal interactions in influencing consumer engagement.

Mediating Role of Trust:

While perceived trust itself is not found to be a significant factor in social commerce adoption, its mediating role through perceived security and privacy is highlighted. This underscores that consumers' trust in the platform is indirectly influenced by their perceptions of security and privacy. The findings suggest that businesses should prioritize robust security measures and privacy protections to foster trust and, consequently, enhance social commerce engagement.

Nonpaying Bid Behavior Determinants:

In the context of nonpaying bid behavior, platform quality, impulse buying inclination, and perceived risk are identified as significant factors. Platform quality extends beyond technical aspects to encompass the establishment of trust and quality of interactions. Impulse buying inclination sheds light on consumers' impulsive tendencies, impacting their auction behaviors. Perceived risk indicates the importance of minimizing uncertainties to ensure bid completion.

Role of Interaction Quality:

Interaction quality emerges as a critical factor influencing nonpaying bid behavior. Maintaining high-quality interactions between bidders and sellers is essential to mitigate perceived risks and encourage bid completion. This underscores the need for effective communication channels and mechanisms to facilitate bidder-seller interactions.

Moderating Effect of Experience:

The studies discuss the moderating effect of experience on relationships within the nonpaying bid behavior model. Experience influences how platform quality, impulse buying inclination, perceived risk, and interaction quality collectively shape consumers' nonpaying bid attitudes. This highlights the dynamic nature of consumer behavior and the need for tailored strategies for different user segments based on their familiarity with the auction environment.

Practical Implications:

Both studies offer practical insights for businesses and practitioners. In social commerce, focusing on user-centric design, perceived value, and security measures can enhance consumer engagement. For online auctions, prioritizing interaction quality, addressing impulse buying tendencies, and minimizing perceived risks are crucial to reducing nonpaying bid behavior. These implications provide actionable strategies to optimize platform effectiveness and user experiences.

Limitations and Future Research:

The studies acknowledge limitations such as sample composition and contextual constraints. They suggest future research should explore diverse platforms, contexts, and populations to enhance generalizability. This emphasizes the ongoing nature of research in understanding and adapting to the evolving digital landscape.

Contributions to Literature:

Collectively, the studies enrich the existing literature by providing insights into consumer behavior specific to developing economies and digital environments. They expand the Technology Acceptance Model (TAM) to incorporate contextually relevant factors and shed light on the intricate interplay of psychological, societal, and technological elements.

In conclusion, the studies contribute valuable insights into the multifaceted realm of consumer behavior in the digital age. They underscore the importance of user-centric design, perceived value, trust, interaction quality, and risk mitigation in shaping engagement and attitudes. By deciphering these intricate dynamics, businesses, researchers, and stakeholders are empowered to navigate the complex landscape of social commerce adoption and online auction behaviors.

METHODOLOGY

The methodology section of the research presents a comprehensive framework for conducting the study, encompassing data collection, instrument validation, and analytical techniques. The study aims to scrutinize the factors influencing Vietnamese consumers' participation in social commerce, employing a research model that blends the Technology Acceptance Model (TAM) with supplementary elements.

To commence the investigation, a meticulously designed questionnaire was formulated, drawing insights from existing literature and expert consultations. The questionnaire was thoughtfully divided into two sections, each serving a distinct purpose. The initial segment termed the "subject background," was strategically crafted to extract demographic information from the participants. This enabled the researchers to gain a comprehensive understanding of the participants' characteristics, including gender, age, employment status, and online shopping behavior. Meanwhile, the subsequent segment, titled "Question items," delved into the heart of the matter by measuring the variables of interest. These variables encompassed normative beliefs, technology competency, perceived security, privacy considerations, trust levels, social presence perceptions, and other pertinent factors shaping social commerce engagement.

The developed questionnaire underwent a rigorous pre-testing phase to ensure its efficacy and clarity. Feedback from the pre-test was meticulously evaluated and incorporated into a revised version, fine-tuning the questionnaire for optimal data collection. The refined questionnaire, representing the culmination of iterative refinements, was then made available for online access over two weeks. The digital distribution facilitated broad and efficient participation, ensuring a diverse and representative pool of respondents.

Data collection ensued from 303 participants who met the predefined inclusion criteria, thus forming a robust dataset for analysis. To evaluate the internal consistency and reliability of the survey instrument constructs, a reliability test was judiciously employed. This test gauged the extent to which the questionnaire items consistently measured the intended constructs, thereby affirming the validity of the measurement tools. Concurrently, the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test were administered to assess the unidimensionality of the scales, underscoring the coherence and suitability of the measurement structure.

Having meticulously assembled a robust dataset, the analytical journey pivoted toward employing advanced statistical techniques to unravel the intricate relationships within the proposed research model. Structural Equation Modeling (SEM), a powerful analytical framework, was harnessed to rigorously assess the interplay between the variables and their collective influence on Vietnamese consumers' intention to engage in social commerce. The employment of SEM underscores the study's commitment to comprehensive and nuanced analysis, enabling a deeper understanding of the intricate dynamics at play.

In summation, the methodology section delineates a meticulous and thoughtful approach to investigating the factors steering Vietnamese consumers toward social commerce participation. Through the judicious selection of analytical techniques, a rigorously validated questionnaire, and a representative participant sample, the study is poised to unravel valuable insights into the multifaceted landscape of consumer behavior in the digital commerce sphere.

TECHNICAL OUTCOMES OBSERVED

From the provided data, several key technical outcomes can be inferred:

Enhanced Technology Acceptance Model (TAM): 

The studies extend the TAM framework by incorporating contextually relevant factors, showcasing the adaptability and applicability of established models in diverse digital contexts.

Structural Equation Modeling (SEM) Application: 

The utilization of SEM in data analysis demonstrates the researchers' proficiency in advanced statistical techniques for exploring complex relationships among variables.

Reliability Testing and Validation: 

The studies employ reliability tests, KMO analysis, and validity assessments to ensure the robustness and consistency of measurement instruments, enhancing the validity of the findings.

Factor Analysis for Construct Identification: 

Factor analysis is employed to identify latent constructs, revealing the underlying structure of variables and facilitating a deeper understanding of consumer behavior.

Mediating and Moderating Effect Exploration:

 The studies delve into mediating roles (e.g., perceived trust through security and privacy) and moderating effects (e.g., experience) to uncover nuanced mechanisms driving consumer attitudes and behaviors.

Practical Implications for Businesses: 

The findings offer actionable insights for businesses, emphasizing the importance of user-centered design, security measures, interaction quality, and risk mitigation in shaping consumer engagement.

Platform Quality Enhancement:

The studies underscore the role of platform quality in trust-building and engagement, suggesting potential strategies for improving user experiences and minimizing nonpaying bid behavior.

Data Collection and Analysis Proficiency:

The studies collect data from substantial sample sizes, showcasing effective data collection and analysis methodologies to derive meaningful insights.

Cross-Contextual Application: 

The research's applicability to a developing economy like Vietnam showcases the transferability of findings across different cultural and economic contexts.

Future Research Avenues: 

The acknowledgment of limitations and suggestions for future research underscores a forward-looking approach, encouraging the exploration of more diverse platforms, populations, and contexts.

Contributions to Literature: 

The studies contribute to the literature by offering insights into digital consumer behavior, extending established models, and providing nuanced understandings of factors influencing engagement and behavior.

Interdisciplinary Understanding:

The studies bridge psychological, societal, and technological aspects, showcasing a comprehensive approach that acknowledges the interdisciplinary nature of digital consumer behavior.

In summary, the technical outcomes from the provided data encompass advanced statistical techniques, construct validation, mediation, and moderation analyses, and practical implications for businesses. These outcomes collectively demonstrate a robust methodology for investigating digital consumer behavior, offering insights that have both theoretical and practical implications.

CHALLENGES

The research endeavors presented in the data offer valuable insights into digital consumer behavior, yet they also highlight certain challenges that researchers encountered. These challenges, while inherent to the complex nature of studying human behavior in digital environments, can be addressed through strategic methodologies and innovative approaches:

Cross-Cultural Variability: 

The studies focused on a specific context (Vietnam) and platform (Yahoo! Auctions), potentially limiting the generalizability of findings. Solution: Researchers can employ multi-site and cross-cultural studies that encompass diverse regions and platforms, ensuring a broader understanding of consumer behavior across varied contexts.

Measurement Complexities: 

Quantifying abstract constructs like trust, perceived risk, and perceived social presence can be challenging. Solution: Utilizing mixed methods, such as combining surveys with qualitative interviews, can provide a deeper understanding of participants' perceptions and behaviors, enhancing the validity of measurements.

Nonresponse Bias: 

Online surveys can suffer from nonresponse bias, where certain demographics are more likely to participate, skewing results. Solution: Employing targeted recruitment strategies, such as incentivizing participation or using multiple recruitment channels, can enhance sample diversity and reduce bias.

Limited Longitudinal Insights: 

The studies offer a snapshot of consumer behavior at a specific point in time, potentially missing dynamic changes over time. Solution: Longitudinal studies tracking participants' behaviors and perceptions over extended periods can capture temporal shifts and provide a more comprehensive view.

Overcoming Social Desirability Bias: 

Participants might provide responses they perceive as socially desirable rather than genuine. Solution: Utilizing indirect measures, like implicit association tests, can help unveil subconscious attitudes, mitigating the impact of social desirability bias.

Privacy and Ethical Concerns: 

Collecting sensitive information like online behaviors and perceived risks raises privacy and ethical considerations. Solution: Ensuring strict data protection measures, obtaining informed consent, and employing anonymization techniques can address ethical concerns while safeguarding participant privacy.

Complex Model Interactions: 

Structural equation modeling (SEM) involves intricate model specifications, potential multicollinearity, and assumptions that might not hold in all cases. Solution: Sensitivity analyses, model comparisons, and robustness checks can enhance the reliability of SEM results and mitigate potential biases.

External Validity:

 The studies' findings might not fully translate to other digital platforms or consumer behaviors. Solution: Employing triangulation by integrating findings with complementary methods (e.g., experiments or observations) can enhance external validity and provide a holistic perspective.

Sample Representativeness: 

The studies' sample compositions might not accurately mirror the broader population. Solution: Utilizing techniques like propensity score matching or quota sampling can enhance sample representativeness and bolster the generalizability of findings.

Technology Changes: 

Digital environments are dynamic, with evolving technologies influencing user behaviors. Solution: Regularly updating research designs and methodologies to align with technological advancements ensures relevance and accuracy in capturing contemporary consumer behaviors.

In overcoming these challenges through methodological rigor, innovation, and ethical considerations, researchers can further refine their studies, yielding insights that resonate more profoundly within the dynamic landscape of digital consumer behavior.

NEW RESEARCH AND IDEOLOGY

From the presented data, several new research avenues and innovative ideas emerge, enriching the landscape of digital consumer behavior research:

Socio-Cultural Influence on Normative Beliefs: 

The emphasis on normative beliefs shaping social commerce adoption opens doors for exploring the intricate interplay between socio-cultural norms and digital behavior. Future research could delve into how cultural values and societal expectations influence consumers' perceptions and intentions.

Unconventional Factors in Trust Formation: 

The findings highlighting the mediating role of perceived security and privacy in trust-building suggest intriguing directions for investigating unconventional factors that foster trust in digital environments. Exploring additional elements beyond traditional trust determinants could provide a holistic understanding of consumer confidence.

Impulse Buying and Nonpaying Behavior: 

The connection between impulse buying inclination and nonpaying bid behavior offers a novel avenue for exploring the role of impulsive tendencies in shaping various online behaviors. Future studies could examine how impulsivity influences decision-making across different digital contexts.

Technological Competency and Digital Fluency

The relationship between technology competency and perceived ease of use underscores the importance of digital fluency in influencing user experiences. Research could delve into how varying levels of technological proficiency impact interactions across diverse digital platforms.

Differential Effects of Experience: 

The moderating effect of experience on relationships within the nonpaying bid behavior model suggests intriguing variations in consumer behavior based on familiarity with online auctions. Investigating how experience interacts with other factors could unveil nuanced consumer segments.

Multi-Dimensional Interaction Quality: 

The centrality of interaction quality in both studies warrants a deeper exploration of its multi-dimensional nature. Future research could dissect the components of interaction quality, investigating specific mechanisms that enhance user experiences and reduce uncertainties.

Dynamic Trust Evolution: 

The mediating effect of trust through security and privacy invites research into the dynamic evolution of trust perceptions over time. Longitudinal studies could uncover how trust is cultivated, eroded, and rebuilt in response to platform changes and user experiences.

Digital Behavior in Developing Economies: 

The studies' focus on a developing economy like Vietnam prompts broader inquiries into how digital behaviors manifest in different economic contexts. Exploring the nuances of consumer behavior in various socio-economic settings could provide insights into universal and context-specific factors.

Cross-Platform Behavior Consistency: 

Comparing the factors influencing social commerce adoption and nonpaying bid behavior could unveil intriguing consistencies or disparities in consumer decision-making across different types of digital interactions.

Digital Literacy and User Empowerment: 

The findings related to technology competency underscore the significance of digital literacy. Further exploration could shed light on how empowering users with digital skills impacts their attitudes, behaviors, and interactions in the digital landscape.

Ethical Considerations in Nonpaying Behavior: 

Delving into the ethical dimensions of nonpaying behavior could offer valuable insights into consumers' moral reasoning in digital transactions. Understanding the ethical underpinnings of such behavior could inform platform policies and user education.

Holistic Models of Consumer Behavior: 

Integrating insights from both studies could contribute to the development of holistic models that encapsulate the intricate interplay of psychological, technological, and societal factors in shaping diverse digital behaviors.

In essence, the data unearth novel areas for research, inviting scholars to delve into socio-cultural influences, dynamic trust mechanisms, digital fluency, ethical considerations, and holistic models of consumer behavior. By exploring these uncharted territories, researchers can expand the boundaries of knowledge, offering fresh insights that resonate across academia, business, and society in the ever-evolving digital landscape.

RESULT

The results section of the study provides a comprehensive overview of the empirical findings derived from the data analysis, shedding light on key aspects of the research objectives. Through meticulous data collection and advanced statistical analysis, the study aims to unravel the factors influencing Vietnamese consumers' intention to engage in social commerce.

To establish a comprehensive understanding of the sample, the researchers begin by presenting descriptive statistics that encapsulate vital demographic characteristics. These include gender distribution, age range, working industry, frequency of online shopping, and the participants' experience with nonpaying bids. This foundational snapshot of the sample provides valuable context for interpreting subsequent results, offering insights into the diversity and representativeness of the participant pool.

Crucially, the study delves into the factor analysis results, a pivotal step in uncovering the underlying structures within the dataset. The factor loadings for each variable across different factors unveil the latent relationships that contribute to consumers' intention to engage in social commerce. This methodical approach provides a nuanced understanding of the intricate interplay between various constructs, thereby enriching the interpretation of the study's findings.

The Kaiser-Meyer-Olkin coefficient, reported at 0.864, validates the suitability of the factor analysis, affirming the robustness of the analytical approach. This coefficient serves as a reassuring indicator of the appropriateness of the chosen analysis method, ensuring that the findings are grounded in statistically sound procedures.

Moving beyond the exploratory phase, the results section delves into the validity tests that underpin the reliability of the research model. The presentation of common method variance, reliability, and discriminant validity tests underscores the rigorous nature of the study's methodology. These tests provide a comprehensive quality check on the measurement instruments, reinforcing the trustworthiness of the findings and affirming the validity of the constructs being investigated.

With the groundwork meticulously laid, the study transitions to presenting the core findings concerning the factors shaping Vietnamese consumers' intention to participate in social commerce. The results reveal a constellation of significant factors that wield influence in this domain. Notably, normative beliefs emerge as a pivotal driver, suggesting that the perceptions of societal norms play a significant role in motivating consumers to engage in social commerce.

The perceived ease of use of social commerce platforms surfaces as another cornerstone, with a significant relationship established between this factor and consumers' intention to engage. This echoes the importance of user-friendliness and accessibility in influencing consumer behavior in the digital realm.

The study further underscores the resonance of perceived usefulness, another influential factor, in driving consumers' intention to participate in social commerce. The perception that these platforms bring tangible value to consumers' shopping experiences emerges as a compelling motivator, reinforcing the pivotal role of utility in shaping online consumer behavior.

Intriguingly, the findings also illuminate the link between perceived security and privacy considerations and the subsequent establishment of perceived trust. While perceived trust itself does not emerge as a significant determinant of social commerce engagement, its connection to security and privacy perceptions underscores the intricate interplay of factors shaping consumer decision-making.

Beyond these core relationships, the study unravels intriguing secondary connections. The relationship between technology competency and perceived ease of use suggests that consumers' familiarity and comfort with technology directly influence their ease of navigating social commerce platforms. This, in turn, underscores the importance of technological fluency in shaping consumer experiences.

In sum, the results section unveils a rich tapestry of findings that collectively contribute to a comprehensive understanding of the factors influencing Vietnamese consumers' intention to engage in social commerce. By delving into the intricate interplay of normative beliefs, ease of use, usefulness, trust, security, and privacy considerations, the study paints a holistic picture of the multifaceted landscape driving consumer behavior in the digital age. These insights offer valuable implications for businesses seeking to optimize their strategies in the dynamic realm of social commerce, positioning this research as a pivotal contribution to the evolving field of e-commerce studies.

CONCLUSION

In conclusion, both studies delve into distinct yet interrelated aspects of consumer behavior within the digital realm, shedding light on the factors influencing engagement in social commerce and nonpaying bid behavior in online auctions. These insights bear valuable implications for businesses, researchers, and practitioners seeking to navigate the dynamic landscape of e-commerce.

The investigation into social commerce adoption among Vietnamese consumers illuminates a nuanced web of factors that shape their intentions. The amalgamation of the Technology Acceptance Model (TAM) with contextually pertinent elements underscores the complexity of consumer decision-making in a developing economy. Normative beliefs, perceived ease of use, usefulness, and social presence stand as linchpins, drawing consumers toward the realm of social commerce. This underlines the crucial role of aligning platforms with user expectations, streamlining interaction, and fostering perceived value to maximize engagement.

Perceived security and privacy emerge as pivotal enablers, intricately weaving the fabric of trust that knits the consumer-platform relationship. Although the direct impact of perceived trust on social commerce usage is not confirmed, its mediating role through security and privacy perceptions emphasizes its subtler yet significant influence. This carries implications for businesses aiming to enhance consumer confidence by bolstering security measures and safeguarding privacy.

Conversely, the exploration of nonpaying bid behavior in online auctions accentuates the multifaceted dimensions of consumer conduct. The triad of platform quality, impulse buying inclination, and perceived risk converge to mold nonpaying bid attitudes. This intricate interplay underscores the multifaceted nature of consumer engagement, wherein platform quality is not merely a technical construct but a conduit for establishing trust and assuaging perceived risks. Impulse buying tendencies, on the other hand, accentuate the impulsive nature of online interactions, shaping the dynamics of auction participation.

A pivotal dimension illuminated in the nonpaying bid behavior study is the role of interaction quality. This facet emerges as a linchpin, facilitating bidder-seller communication, curbing perceived risks, and promoting bid completion. The acknowledgment of the moderating influence of experience adds another layer of complexity, indicating that tailored strategies may be required for different segments of users based on their familiarity with the auction environment.

While the studies offer invaluable insights, it is imperative to acknowledge their limitations. The samples, while robust and representative within their respective scopes, are not without constraints. The social commerce study's focus on Vietnamese consumers raises questions about the generalizability of the findings to other contexts. Similarly, the nonpaying bid behavior study's confinement to a specific auction platform and location may limit the broader applicability of its conclusions. These considerations beckon future research endeavors that encompass diverse contexts and platforms, enriching the collective understanding of these intricate phenomena.

The practical implications stemming from these studies are substantial. For social commerce, the findings guide businesses in crafting platforms that resonate with consumers by prioritizing ease of use, perceived value, and the establishment of trust through security and privacy measures. In the context of online auctions, platform providers are prompted to foster interaction quality, temper impulse buying tendencies, and address perceived risks to minimize nonpaying bid behavior. These insights not only enhance user experiences but also hold the potential to bolster platform effectiveness and profitability.

In the larger context, both studies collectively contribute to the evolving narrative of digital commerce. They underscore the multidimensional nature of consumer behavior, wherein psychological, societal, and technological factors converge to shape engagement and interactions. By peering into the intricacies of social commerce and nonpaying bid behavior, these studies enrich our comprehension of digital ecosystems and equip us with valuable tools to navigate the ever-evolving terrain of e-commerce.

In closing, these studies resonate as beacons guiding researchers, businesses, and stakeholders through the complexities of consumer behavior in the digital age. By uncovering the threads that weave together engagement in social commerce and nonpaying bid behavior, they illuminate pathways for innovation, customer-centric design, and strategic decision-making. As the digital landscape continues to evolve, these insights remain steadfast, offering enduring value in the dynamic tapestry of e-commerce.