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As an emerging business phenomenon especially in China, instant messaging(IM) based social commerce is growing increasingly popular, attracting hundredsof millions of users and is becoming one important way where people makeeveryday purchases. Such platforms embed shopping experiences within IM apps,e.g., WeChat, WhatsApp, where real-world friends post and recommend productsfrom the platforms in IM group chats and quite often form lastingrecommending/buying relationships. How and why do users engage in IM basedsocial commerce? Do such platforms create novel experiences that are distinctfrom prior commerce? And do these platforms bring changes to user social livesand relationships? To shed light on these questions, we launched a qualitativestudy where we carried out semi-structured interviews on 12 instant messagingbased social commerce users in China. We showed that IM based social commerce:1) enables more reachable, cost-reducing, and immersive user shoppingexperience, 2) shapes user decision-making process in shopping throughpre-existing social relationship, mutual trust, shared identity, and communitynorm, and 3) creates novel social interactions, which can contribute to new tieformation while maintaining existing social relationships. We demonstrate thatall these unique aspects link closely to the characteristics of IM platforms,as well as the coupling of user social and economic lives under such businessmodel. Our study provides important research and design implications for socialcommerce, and decentralized, trusted socio-technical systems in general.

You Recommend, I Buy: How and Why People Engage in Instant Messaging Based Social Commerce