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A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model:

In: Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

Author

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  • Zhu Chen

    (Communication University of China, Department of Art)

Abstract

China's coffee market has developed at a significant rate and coffee marketing has become an issue frequently spoken about in society, but few scholars have studied the marketing of youth communities with an interest in coffee on UGC platforms. Based on the SOR model, the author studied various factors influencing young Xiaohongshu users purchasing willingness related to coffee products. This study was carried out by collecting 420 valid questionnaires and utilising SPSS and AMOS to conduct a reliability analysis and test relevant hypotheses. The results show that usability, interactivity, sociability, professionalism, and opinion leaders, all positively influence the purchase intention.

Suggested Citation

  • Zhu Chen, 2023. "A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model:," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 522-526, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_58
    DOI: 10.2991/978-94-6463-098-5_58
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