How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective

How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective

In the context of social commerce, the influence of culture on consumers’ behavior and attitude is more significant. This paper empirically analyzes the influence of social interaction (perceived risk, trust, and intimacy) on consumers’ purchase intention in social commerce, and the antecedent effec...

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Bibliographic Details
Main Authors: Xicheng Yin, Hongwei Wang, Qiangwei Xia, Qican Gu
Format: Article
Language:English
Published: MDPI AG 2019-04-01
Series:Sustainability
Subjects:
social commerce
purchase intension
cultural dimension
social interaction
Online Access:https://www.mdpi.com/2071-1050/11/8/2423

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