Research on the Influence Mechanism of Social Shopping Community on Consumers' Purchase Intention -- Based on attachment theory

Abstract

With the development of social media and e-commerce, the social shopping community has emerged and developed. The methods of this new socialized e-commerce model's influences on consumers' willingness to purchase have received widespread attention from the academic community and the industry. Based on the attachment theory, this paper uses the empirical analysis method to examine the influence of the sharer characteristics and technical characteristics of the social shopping community on consumers' purchase intention. The research results show that emotional attachment plays an intermediary role in the relationship between sharer characteristics and purchase intention and show that functional dependence plays an intermediary role in the relationship between technical characteristics and purchase intention.