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

Author

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  • Xicheng Yin

    (School of Economics and Management, Tongji University, Shanghai 200092, China)

  • Hongwei Wang

    (School of Economics and Management, Tongji University, Shanghai 200092, China)

  • Qiangwei Xia

    (School of Economics and Management, Tongji University, Shanghai 200092, China)

  • Qican Gu

    (School of Economics and Management, Tongji University, Shanghai 200092, China)

Abstract

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.

Suggested Citation

  • Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:8:p:2423-:d:225460
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    3. Caner Dincer & Banu Dincer, 2023. "Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics," Sustainability, MDPI, vol. 15(1), pages 1-27, January.
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    5. Yogesh K Dwivedi & Elvira Ismagilova & Prianka Sarker & Anand Jeyaraj & Yassine Jadil & Laurie Hughes, 2023. "A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption," Information Systems Frontiers, Springer, vol. 25(4), pages 1421-1437, August.
    6. Niu Xiongying & Worku Habtegebriel Guluma, 2021. "The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty," International Journal of Science and Business, IJSAB International, vol. 5(1), pages 126-136.
    7. Jamaluddin Hos & Siti Kusujiarti & Jumintono & Ambo Upe & Muhammad Arsyad & Hasniah & Firdaus Yuni Dharta & Jemma Natanson, 2022. "Conflict Management in Multiethnic Communities: a Case Study in Southeast Sulawesi, Indonesia," Journal of International Migration and Integration, Springer, vol. 23(4), pages 1963-1985, December.
    8. Thichakorn Kasornbua & Chanon Pinsame, 2019. "Factors affecting purchase intention of community product in Thailand-Cambodia border," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 949-961, December.
    9. Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
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