Social commerce has become a fiercely competitive environment. Understanding consumers’ purchase intentions can help social commerce platforms retain and attract more consumers. Social capital is one of the primary resources that plays a critical role in facilitating consumers’ purchase intentions in social commerce. Here, complex relationships between different dimensions of social capital are further clarified and its impact on consumers’ purchase intentions are discussed. Based on a survey of 302 social commerce users, this study utilizes an SEM and fsQCA approach to validate the effect of social capital on consumers’ purchase intentions. The SEM results reveal that the effect of structural social capital on consumers’ purchase intentions is fully mediated by relational and cognitive social capital. The fsQCA results confirm the significance of consumers’ social capital as determinants and provide the configurations that can lead to high purchase intentions. Though previous studies have discussed the factors influencing consumers’ purchase intentions, this study takes the first step toward enhancing the understanding of the configurations that link dimensions of social capital to consumers’ purchase intentions in s-commerce using fsQCA approach.

中文翻译：

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通过社会资本了解社会商业中消费者的购买意愿：来自SEM和fsQCA的证据

社交商务已成为一个激烈的竞争环境。了解消费者的购买意图可以帮助社交商务平台留住并吸引更多的消费者。社会资本是在促进消费者在社会商业中的购买意图方面起关键作用的主要资源之一。在此，进一步阐明了社会资本不同维度之间的复杂关系，并讨论了其对消费者购买意愿的影响。基于对302位社交商业用户的调查，该研究利用SEM和fsQCA方法验证了社会资本对消费者购买意愿的影响。SEM结果表明，结构性社会资本对消费者购买意愿的影响完全由关系性和认知性社会资本介导。fsQCA结果证实了消费者社会资本作为决定因素的重要性，并提供了可能导致购买意愿高涨的配置。尽管先前的研究已经讨论了影响消费者购买意愿的因素，但本研究迈出了第一步，即通过fsQCA方法，加深了对将社会资本维度与s-商务中消费者购买意愿联系起来的配置的理解。