Through the combination of e-commerce and social media, social commerce has the potential to significantly influence customers’ purchase intentions. However, the mechanisms underlying this influence still need to be elucidated. Based on a stimulus-organism-response model, a chained mediation model is built in the present study to reveal the relationships between environmental factors and customer behavior. Empirical analyses show that four technical environmental characteristics increase customers’ purchase intentions through customer-to-customer interaction and perceived value. One of these characteristics, “interactivity,” has inverted U-shaped effects on interpersonal interaction, while stickiness, personalization, and sociability have linear influential effects. The results of the present study offer recommendations to managers on how to build an attractive social commerce environment to effectively increase customers’ purchase intentions.

通过电子商务和社交媒体的结合，社交商务有可能显着影响客户的购买意愿。然而，这种影响背后的机制仍然需要阐明。基于刺激-生物-反应模型，本研究建立了一个链式中介模型，以揭示环境因素与客户行为之间的关系。实证分析表明，四个技术环境特征通过客户与客户的互动和感知价值增加了​​客户的购买意愿。这些特征之一，“交互性”，对人际互动具有倒U型效应，而粘性、个性化和社交性则具有线性影响效应。