Zhao, J.; Zhu, C. Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce. Behav. Sci.2023, 13, 627.
Zhao, J.; Zhu, C. Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce. Behav. Sci. 2023, 13, 627.
Zhao, J.; Zhu, C. Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce. Behav. Sci.2023, 13, 627.
Zhao, J.; Zhu, C. Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce. Behav. Sci. 2023, 13, 627.
Abstract
The development of mobile internet technology has enabled companies to use social media for E-commerce. Some companies use personified images and languages to communicate with consumers in this context. How does personified communication affect consumer behavior in social commerce? Are consumers willing to accept this new form of communication under social commerce? To answer these questions, this paper explores consumers' willingness to take per-sonified communication in the context of social commerce. It investigates the role of cognitive needs in regulating the internal mechanism and proposes some suggestions for enterprises to improve social media communication. Specifically, this paper presents an improved model based on the TAM model. In our model, perceived interaction is introduced as a new independent variable, and cognitive need is added as a regulatory variable, which is more suitable for social commerce. We conduct a questionnaire survey on the Internet and analyze data using AMOS and SPSS. The results show that perceived usefulness and perceived interaction positively im-pact attitude, which influences consumers' willingness to purchase. Furthermore, the cognitive need as the regulatory variable significantly affects the influencing path from perceived use-fulness to attitude and purchase intention.
Keywords
Social commerce; Social media; Personified communication; E-commerce
Subject
Social Sciences, Behavior Sciences
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
