Open AccessHow Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type
Author(s) -
Min Wang,
Sun Lin-lin,
Jundong Hou
Publication year - 2021
Publication title -
psychology research and behavior management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.704
H-Index - 30
ISSN - 1179-1578
DOI - 10.2147/prbm.s301286
Subject(s) - psychology , bootstrapping (finance) , social commerce , structural equation modeling , confirmatory factor analysis , social psychology , product (mathematics) , product type , social media , business , computer science , geometry , mathematics , finance , machine learning , world wide web , programming language
On the basis of stimulus-organism-response (SOR) theory, this study extends the work of Lee and Kwon by examining the concept of perceived usefulness as a mediator between emotional interaction (familiarity and intimacy) and purchase intention. The consumer purchase decision model, in which product type plays a moderating role in the linking mechanism, is also explored.