Source of Product Information Recommended by Friends on Consumer Perception and Purchase Intention——A Case Study on WeChat Platform

Abstract

Abstract:

Based on SOR model, this study explores how the product information recommending from friends affects perceived pleasure and perceived diagnosticity and what influence it has on customers' purchase intention. Three sources of recommended product are analyzed in this paper:product from friends, products from friends of friends and products from strangers. The results indicate that perceived pleasure and perceived diagnosticity is the highest when friends recommend strangers' products. There is no significant difference in perceived pleasure and perceived diagnosticity when friends recommend their own products or their friends' products. And the empirical study shows that perceived pleasure and perceived diagnosticity have significant positive influence on purchase intention. This research is meaningful both theoretically and practically as it can help WeChat sellers better understand consumers' behavior and work out effective selling strategies.

Key words: recommending from friends, purchase intention, WeChat

Liang Ni, Li Qi, Qiao Zhilin, Cui Rui. Source of Product Information Recommended by Friends on Consumer Perception and Purchase Intention——A Case Study on WeChat Platform[J]. , 2020, 32(4): 183-193.

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