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

School of Economics and Management, Tongji University, Shanghai 200092, China
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Author to whom correspondence should be addressed.
Sustainability 2019, 11(8), 2423; https://doi.org/10.3390/su11082423
Received: 19 March 2019 / Revised: 29 March 2019 / Accepted: 18 April 2019 / Published: 24 April 2019
(This article belongs to the Special Issue Sustainable Business and Development II)
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 effect of cultural dimensions (uncertainty avoidance and individualism/collectivism) on social interaction is also explored. Data were collected in China and France from consumers who had prior online shopping experience on social commerce websites. The results show that the impact of perceived risk on subsequent purchase intention in social commerce will be transferred by trust and intimacy to a certain extent. The intimacy between users contributes to trust-building, and both of their positive impacts on purchase intention would show distinct effects in different cultures. Besides, cultural dimensions are proved to have a significant effect on users’ social interaction. Although high uncertainty avoidance brings perceived risk, it can promote subsequent trust-building. These findings help provide managerial insights for social commerce community to establish effective trust mechanism in a multicultural context. View Full-Text
Keywords: social commerce; purchase intension; cultural dimension; social interaction social commerce; purchase intension; cultural dimension; social interaction
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MDPI and ACS Style

Yin, X.; Wang, H.; Xia, Q.; Gu, Q. How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective. Sustainability 2019, 11, 2423. https://doi.org/10.3390/su11082423

AMA Style

Yin X, Wang H, Xia Q, Gu Q. How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective. Sustainability. 2019; 11(8):2423. https://doi.org/10.3390/su11082423

Chicago/Turabian Style

Yin, Xicheng; Wang, Hongwei; Xia, Qiangwei; Gu, Qican. 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective" Sustainability 11, no. 8: 2423. https://doi.org/10.3390/su11082423

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