With the meteoric progress of digital technology and the advent of network economy, there has been increasing interest in the business model of purchasing with B2B network among B2B e-commerce platforms and customer firms. Based on the perspective of parasocial relationship and dual-process theory, this study constructs a model of cognitive and emotional influences on customer firms' behavior, and analyzes the influence of features of entrepreneur endorser and online purchasing platform on B2B parasocial relationship, and how this relationship can affect repeat purchase intention. Furthermore, this paper examines the moderating effect of trust in the relationship between B2B parasocial relationship and repeat purchase intention. Findings indicate that perceived interactivity and trustworthiness of entrepreneur endorser and the service and product quality of online purchasing platform have a positive impact on B2B parasocial relationship. B2B parasocial relationship has a significant and positive impact on repeat purchase intention, while trust moderates the relationship between B2B parasocial relationship and repeat purchase intention.

随着数字技术的飞速发展和网络经济的到来，B2B电子商务平台和客户公司对使用B2B网络进行购买的商业模式的兴趣日益浓厚。基于超社会关系的视角和双重过程理论，本研究构建了对客户公司行为的认知和情感影响模型，并分析了企业家代言人和在线购买平台的特征对B2B超社会关系的影响，以及这种关系如何实现。关系会影响重复购买的意图。此外，本文研究了信任对B2B准社交关系与重复购买意愿之间关系的调节作用。研究结果表明，企业家认可者的互动性和可信赖性以及在线购买平台的服务和产品质量对B2B准社交关系具有积极影响。B2B准社交关系对重复购买意愿有显着且积极的影响，而信任可调节B2B准社交关系与重复购买意愿之间的关系。