Based on the stimulus-organism-reaction model, we study the direct effects of the three interpersonal attraction factors (perceived similarity, perceived familiarity, and perceived expertise) on purchase intention in the social commerce era, as well as the mediating roles of the normative and informational influence of reference groups in the above relationship. We apply structural equation model to the study samples consisting of 490 WeChat users. The results of empirical research indicate that the three interpersonal attraction factors have positive effects on purchase intention. Both the normative and informational influence fully mediate the effect of perceived familiarity on purchase intention, but only partially mediate the effects of perceived similarity and perceived expertise on purchase intention. The findings provided practitioners with insights into enhancing users’ intention to purchase in social commerce.

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基于刺激－生物－反应模型的在线人际互动对购买意愿的影响研究

基于刺激-生物-反应模型，我们研究了三种人际吸引因素（感知的相似性，感知的熟悉度和感知的专业知识）对社交商业时代购买意愿的直接影响，以及规范的中介作用以及上述关系中参考群体的信息影响。我们将结构方程模型应用于由490个微信用户组成的研究样本。实证研究结果表明，三个人际关系吸引因素对购买意愿具有积极影响。规范性影响和信息影响都充分调解了感知的熟悉程度对购买意愿的影响，但仅部分调解了感知的相似性和感知的专业知识对购买意愿的影响。