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Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China

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  • Pinghao Ye

    (Wuhan Business University, China)

  • Liqiong Liu

    (Wuhan Business University, China)

Abstract

The authors study the effects of perceived interactivity on consumer behavioral intention according to the characteristics of consumer behavior in mobile social commerce. Results indicate that the intensity of information interaction has significant and positive effects on the depth, breadth, and novelty of consumer recommendations and reviews. The intensity of interpersonal interaction has significant and positive effects on community-based trust and response intensity. Information interaction has significant and positive effects on interpersonal interaction and suggestion adoption. Findings also reveal the relationship between interactivity and consumer behavioral intention in mobile social commerce. The conclusions provide theoretical support for studying how these constructs interact with each other.

Suggested Citation

  • Pinghao Ye & Liqiong Liu, 2021. "Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China," Information Resources Management Journal (IRMJ), IGI Global, vol. 34(3), pages 21-40, July.
    • Handle: RePEc:igg:rmj000:v:34:y:2021:i:3:p:21-40
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