Wechat Online Purchase Intention
- 10.2991/mcei-16.2016.34How to use a DOI?
- Social commerce; Wechat; Perceived convenience of use; Online purchase intention
Social commerce consumers increasingly rely on one hand by opinions and experiences shared by others especially individuals they trust and respect; on the other hand they rely on the effortless, convenience and easy process of a platform with some guarantee. This study investigates the impact of friendships towards trust of reviews and recommendations, third party services towards perceived ease of use and convenience of use acting as pipes to enhance online purchase intention and transactions. Using a survey through a growing and top social media in China Wechat (Weixin in Chinese) we test and analyse the research model and its related hypotheses using structural equation modelling. Data were collected from a survey which was sent through Wechat users. The empirical findings show that the perceived convenience of use affects online purchase intention. The results further show that friendship and third party services can moderate the effects on trust of reviews, recommendation and perceived ease of use, perceived convenience of use respectively very important factors in explanation of the individual's online purchase and transactions intention.
- © 2017, 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/).
Cite this article
TY - CONF AU - Kagabo Dieudonne AU - Zhong Yao AU - Hao Liu PY - 2016/12 DA - 2016/12 TI - Wechat Online Purchase Intention BT - Proceedings of the 2016 6th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2016) PB - Atlantis Press SP - 161 EP - 167 SN - 1951-6851 UR - https://doi.org/10.2991/mcei-16.2016.34 DO - 10.2991/mcei-16.2016.34 ID - Dieudonne2016/12 ER -