Author(s)

Jing Yang, Jing Qin, Qianxi Zhang, Meng Chen

Corresponding Author

Jing Qin

ABSTRACT

Based on the stimulus-organic-response model, this paper establishes a model to study the factors influencing consumers' purchase by combining relevant theories. The results show that the cognitive response determines consumers' purchase intention, and the structural dimension and cognitive dimension of social capital significantly affect the cognitive response,while the relationship dimension has no significant impact on the cognitive response.

KEYWORDS

Social e-commerce; Stimulus-organism-response; Purchase intention