Investigating the influence of online interpersonal interaction on purchase intention based on stimulus-organism-reaction model

Abstract

Background On January 31, 2018, the China Internet Network Information Center (CNNIC) released the 41st Statistical Report on China's Internet Development in Beijing. By December 2017, the number of Internet users in China reached 772 million, accounting for 55.8% of the total population, which exceeds the global average (51.7%) by 4.1% and the Asian average (46.7%) by 9.1%. The rapid development of digital technology and Internet has changed the traditional model of interpersonal interaction. The "Hyperpersonal Communication" model states that people who are engaged in computer-mediated communication may experience greater levels of intimacy, unity and liking than face-to-face interaction users [1]. Online interpersonal interaction demonstrates the relationships of social groups on Internet platforms. It is a practical activity that shares knowledge through digitized and symbolized information among the highly integrated societies and individuals online and in the real world. WeChat is the most popular and widely used social platform app in China. Based on an analysis of WeChat user data, the WeChat Users & Business Ecosystem Report 2017 showed that by December 2016, there were about 889 million active WeChat users every month, and those users spent 1967 min on average on WeChat each month. About 45%

The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest

“…The results are in accordance with previous researchs conducted by [10], [15], [16], [17], [18], [19], [20], [21], that online consumer behavior variable has a positif and significant effect on Online Purchase Intention.…”

The Dark Side of Mobile Learning via Social Media: How Bad Can It Get?

“…This will result in a positive or negative behavioral outcome (response) (Mehrabian & Russell, 1974 ). More specifically, a stimulus is an influencing variable of the external environment that can exert influence on the person’s cognitive, mental, and emotional state (Liu et al, 2018 ). This will then be manifested as an active response to external stimuli in terms of the person’s specific behavior (Kamboj et al, 2018 ; Zhu et al, 2020 ).…”

What s-commerce implies? Repurchase intention and its antecedents

“…Building customer trust has always been challenging for s-commerce retailers. Multiple studies examining online commerce have identified trust as a catalyst in building customer relationship (Hollebeek and Macky, 2019;Liu, Luo and Cao, 2018;Ofori et al, 2017). By minimizing complexity and perceived risk, trust motivates customers to engage with retailers (Lu et al, 2016).…”

“…According to Stephen and Toubia (2010, p. 15), s-commerce represents "forms of internet-based social media that allow people to participate actively in marketing and selling of products in online marketplaces and communities." S-commerce is an amalgamation of different online marketing strategies, online retail environment and consumers' responses (Fang et al, 2018;Liu, Luo and Cao, 2018;Islam and Rahman, 2017). Given such theoretical basis, four s-commerce cues are constructed as stimulus, while customer engagement and repurchase intention are constructed as organism and response, respectively.…”