What Factors Affect Purchase Intention in Social Commerce:Based on Strong and Weak Relationship Theory

Abstract

Abstract:

This paper proposes a conceptual framework that utilizes the strong and weak relationship theory to explain the effect of relationship strength between users on purchase intention in social commerce. From the perspective of social media, an experimental platform of social commerce is established by us in renren.com, the paper analyzes the mediating effect of relationship strength between user-generated information and user-received information, then indirectly impacts on purchase intention with experimental method and empirical study. The results show that different relationship strength between users has different influence on user-received information and purchase intention. Especially, strong relationship between users plays a significant role for alleviating information overload problem, improving information quality and stimulating purchase intention. The study advises managers in social commerce to develop strong behavioral and emotional ties with consumers for customer relationship management and marketing management.

Key words: social commerce, strong relationship, weak relationship, information overload, purchase intention

Feng Jiao, Yao Zhong. What Factors Affect Purchase Intention in Social Commerce:Based on Strong and Weak Relationship Theory[J]. , 2015, 27(12): 99-109.

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