Purpose: On the basis of stimulus-organism-response (SOR) theory, this study extends the work of Lee and Kwon by examining the concept of perceived usefulness as a mediator between emotional interaction (familiarity and intimacy) and purchase intention. The consumer purchase decision model, in which product type plays a moderating role in the linking mechanism, is also explored.
Methods: We proposed a consumer purchase decision model, and empirically examined it by means of an online questionnaire survey. Confirmatory factor analysis and structural equation modeling with bootstrapping estimation were conducted using the data obtained from 269 social commerce users.
Results: Familiarity and intimacy positively affected the users’ purchase intention in social commerce. Perceived usefulness mediated the relationship between emotional interaction and purchase intention. Moreover, product type moderated the following relationships: between familiarity and purchase intention, between intimacy and purchase intention, and between perceived usefulness and purchase intention.
Conclusion: The results support this study’s hypotheses and SOR theory. Purchase intention could be enhanced by improving emotional interaction and perceived usefulness.

Keywords: social commerce, emotional interaction, perceived usefulness, purchase intention


中文翻译：

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情感互动如何影响社交商务中的购买意愿：感知有用性和产品类型的作用

目的：在刺激-有机体-反应 (SOR) 理论的基础上，本研究扩展了 Lee 和 Kwon 的工作，将感知有用性的概念作为情感互动（熟悉和亲密）和购买意愿之间的中介。探讨了产品类型在链接机制中起调节作用的消费者购买决策模型。
方法：我们提出了消费者购买决策模型，并通过在线问卷调查的方式对其进行了实证检验。使用从 269 名社交商务用户获得的数据进行了验证性因子分析和结构方程模型以及自举估计。
结果：熟悉度和亲密度正向影响用户在社交商务中的购买意愿。感知有用性在情感互动和购买意愿之间起中介作用。此外，产品类型调节了以下关系：熟悉度与购买意愿之间、亲密度与购买意愿之间、感知有用性与购买意愿之间。
结论：结果支持本研究的假设和SOR理论。购买意愿可以通过改善情感互动和感知有用性来增强。

关键词：社交商务，情感互动，感知有用性，购买意愿