With the rapid growth of social media platforms and mobile devices, the mobile social commerce changes consumers' purchasing behaviour. A theoretical model based on the theory of planned behaviour (TPB) and perceived value theory is developed to investigate the purchasing intention within mobile social commerce context. The stated preference (SP) survey is conducted to collect data through nine hypothetical scenarios generated by the orthogonal configuration of four control factors. We targeted at people with WeChat account and total 1809 observations have been gathered. The results indicate that perceived social tie strength and social influence positively affect the intention to purchase. Furthermore, there exists an inverse U-shaped relationship between perceived usefulness and purchasing intention. The practical model further demonstrates that the purchasing intention is relatively high when perceived usefulness is moderate and the factors of perceived social tie strength, social influence and product price could slightly influence purchasing intention in the condition of low level perceived usefulness.

中文翻译：

---

在线社交关系和产品相关因素如何影响移动社交商务环境中的购买意愿？

随着社交媒体平台和移动设备的快速增长，移动社交商务改变了消费者的购买行为。建立了基于计划行为理论（TPB）和感知价值理论的理论模型，以研究移动社交商务环境下的购买意愿。进行指定偏好（SP）调查是通过四个控制因素的正交配置生成的九个假设情景收集数据。我们以拥有微信账号的人为目标，目前已收集到1809个观测值。结果表明，感知的社会关系强度和社会影响力对购买意愿产生积极影响。此外，在感知的有用性和购买意愿之间存在反U形关系。