Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model
Yang Chen, Dan Li, Zhongguo Zhao
Available Online 2 April 2020.
- https://doi.org/10.2991/assehr.k.200331.048How to use a DOI?
- product recommendation, urge to buy impulsively, S-0-R model, perceived enjoyment, perceived usefulness, cognitive trust, affective trust
- This article builds its own model and assumptions on the basis of the S-0-R model. It examines the impact of third-party product recommendations on consumer impulse purchases on social commerce platforms, and conducts empirical research on several popular product recommendation platforms in China. According to a survey of 201 social commerce platform consumers, the results indicate that the urge to buy impulsively is determined by the affective trust of the recommender and the perceived enjoyment of the product. In addition, the speciality of the information and the similarity with the recommender significantly affect cognitive trust. Visual appeal of products and feasibility significantly affect perceived enjoyment. Visual appeal of products exerts an impact on perceived usefulness, and affective trust is influenced by the speciality.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yang Chen AU - Dan Li AU - Zhongguo Zhao PY - 2020 DA - 2020/04/02 TI - Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model BT - 5th International Conference on Social Sciences and Economic Development (ICSSED 2020) PB - Atlantis Press SP - 215 EP - 223 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200331.048 DO - https://doi.org/10.2991/assehr.k.200331.048 ID - Chen2020 ER -