Influence Mechanism Of Social Commerce To Consumer Purchase Intention

Social commerce is based on e-commerce.The biggest difference of social commerce and e-commerce lies in the integration of social media.The popularity of social commerce in recent years has been driven by consumer-product information sharing.It is widely believed that social interaction online is an effective driving factor contributing to the purchase behavior of users.Therefore,the purpose of this study is to explore the mechanism of social commerce’s impact on consumer purchase intention.Based on the research of previous scholars,this study proposes nine theoretical assumptions,and preliminarily builds the research model of social commerce’s impact on consumer purchase intention.Then,this study adopts the AMOS21.0 software to examine the research model built in this paper and hypothesis put forward in this paper.Reslut show that:(1)social interaction(intimacy and familiarity)has significant positive influence on consumer purchase intention;(2)trust has an mediation effect in the relationship between social interaction(intimacy and familiarity)an consumer purchase intention;(3)culture has an moderating effect in the relationship between social interaction(intimacy and familiarity)and consumer purchase intention;(4)culture can moderate trust’s mediation effect in the relationship between social interaction(intimacy and familiarity)and consumer purchase intention.Finally,the paper puts forward the theoretical and practical contributions of this study,limitations and future research prospects.This study will have important guiding significance for the social networking site administrators upon how to manage a social commerce platform,and adopt the differentiation marketing strategy between different regions.