Research on the Influence Mechanism of Social Shopping Community on Consumers' Purchase Intention -- Based on attachment theory

DOI

10.2991/iceemr-18.2018.178How to use a DOI?

Keywords

social shopping community, note-sharing characteristics, technical characteristics, attachment theory, purchase intention

Abstract

With the development of social media and e-commerce, the social shopping community has emerged and developed. The methods of this new socialized e-commerce model’s influences on consumers' willingness to purchase have received widespread attention from the academic community and the industry. Based on the attachment theory, this paper uses the empirical analysis method to examine the influence of the sharer characteristics and technical characteristics of the social shopping community on consumers' purchase intention. The research results show that emotional attachment plays an intermediary role in the relationship between sharer characteristics and purchase intention and show that functional dependence plays an intermediary role in the relationship between technical characteristics and purchase intention.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Haoxing Zhao
AU  - Jianxiong Peng
PY  - 2018/06
DA  - 2018/06
TI  - Research on the Influence Mechanism of Social Shopping Community on Consumers' Purchase Intention -- Based on attachment theory
BT  - Proceedings of the 2018 2nd International Conference on Education, Economics and Management Research (ICEEMR 2018)
PB  - Atlantis Press
SP  - 752
EP  - 758
SN  - 2352-5398
UR  - https://doi.org/10.2991/iceemr-18.2018.178
DO  - 10.2991/iceemr-18.2018.178
ID  - Zhao2018/06
ER  -