Data of The Effects of Social Commerce Environmental Characteristics on Customers' Purchase Intentions: The Chain Mediating Effect of Customer-to-Customer Interaction and Customer-perceived Value

Published: 18 December 2020| Version 1 | DOI: 10.17632/p7zwd533tk.1
Contributor:
Mengqi Li

Description

Based on the Stimulus-Organism-Response model, this paper built a chained mediating model to reveal the relationships between environmental factors and customer behavior. H1a: The relationship between the interactivity and customers’ product interaction is an inverted U-shaped curve. H1b: The relationship between interactivity and customers’ interpersonal interaction is an inverted U-shaped curve. H2: The stickiness has a positive influence on customers’ product interaction(H2a) and interpersonal interaction(H2b). H3: The personalization has a positive influence on customers’ product interaction(H3a) and interpersonal interaction(H3b). H4: The sociability has a positive influence on customers’ product interaction(H4a) and interpersonal interaction(H4b). H5: Product interaction has a positive influence on customer-perceived functional value(H5a), emotional value (H5b), and social value(H5c). H6: Product interaction has a positive influence on customer-perceived functional value(H6a), emotional value (H6b), and social value(H6c). H7: Customer-perceived functional value(H7a), emotional value(H7b), and social value(H7c) have a positive influence on purchase intentions. H8a: The relationship between the interactivity of social commerce and purchase intentions is an inverted U-shaped curve. H8b: The stickiness has a positive influence on purchase intentions. H8c: The personalization has a positive influence on purchase intentions. H8d: The sociability has a positive influence on purchase intentions. H9: Customer-to-customer interaction mediates the effect of interactivity(H9a), stickiness(H9b), personalization(H9c), and sociability(H9d) on purchase intentions. H10: Customer-perceived value mediates the effect of interactivity(H10a), stickiness(H10b), personalization(H10c), and sociability(H10d) on purchase intentions. H11: Customer-to-customer interaction and customer-perceived value have a chain mediating effect between interactivity(H11a), stickiness(H11b), personalization(H11c), and sociability(H11d) and purchase intentions. Empirical analyses showed that four technical environmental characteristics will increase customers’ purchase intentions through customer-to-customer interaction and perceived value. One of these characteristics, “interactivity,” has inverted U-shaped influential effects on the whole pathway. On the other hand, three others—stickiness, personalization, and sociability—have linear influential effects.

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