Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 58, Issue -, Pages 306-314Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2016.01.012
Keywords
Social commerce; Interpersonal interaction; Flow experience; Purchase intention
Funding
- National Natural Science Foundation of China (NSFC) [71571169, 71571177, 71201150, 71332001]
- Fundamental Research Funds for the Central Universities [WK2040000009]
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Although research on flow experience has recently received much attention, few studies have been published on the perceived interpersonal interaction factors of consumers and their influence in social commerce. In addition, few studies have focused on the impact of interpersonal interaction factors on flow experience. Drawing on the stimulus-organism-response framework, this study examines the impact of interpersonal interaction factors (perceived expertise, similarity, and familiarity) on the formation of flow experience and its subsequent effects on purchase intention in the context of social commerce. We investigate whether the impact of the three interpersonal interaction factors on flow experience differs between young and old users. We conduct a survey and collect 349 responses from users of a social shopping site in China. Our results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention. We also find differences between young and old users in this area. (C) 2016 Elsevier Ltd. All rights reserved.
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