Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce |
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| Affiliation: | 1. Department of Business Technology and Entrepreneurship, Faculty of Business and Law, Swinburne University of Technology, Australia;2. Department of Finance & Decision Sciences, Hong Kong Baptist University, 8/F The Wing Lung Bank Building for Business Studies, 34 Renfrew Road, Kowloon Tong, Kowloon, Hong Kong;3. Department of Information Systems, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong;1. College of Information Technology, Department of Information Systems, University Tenaga Nasional, Selangor, Malaysia;2. Department of Aviation & Supply Chain Management, Raymond J. Harbert College of Business, Auburn University, Auburn, AL 36849, USA;3. Department of Information System, University Putra Malaysia (UPM), 43300 Serdang, Selangor, Malaysia;4. Azad University, Tehran, Iran;5. University of Science and Culture, Tehran, Iran;1. School of Economics & Management, China University of Petroleum, 66 West Chang Jiang Rd, Qingdao, 26655, China;2. Pamplin College of Business, Virginia Polytechnic Institute and State University, 3007 Pamplin Hall, Blacksburg, VA 24061, USA;1. School of Management, University of Science and Technology of China, Hefei, Anhui, PR China;2. Department of Information Systems, City University of Hong Kong, Hong Kong |
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| Abstract: | Although research on flow experience has recently received much attention, few studies have been published on the perceived interpersonal interaction factors of consumers and their influence in social commerce. In addition, few studies have focused on the impact of interpersonal interaction factors on flow experience. Drawing on the stimulus-organism-response framework, this study examines the impact of interpersonal interaction factors (perceived expertise, similarity, and familiarity) on the formation of flow experience and its subsequent effects on purchase intention in the context of social commerce. We investigate whether the impact of the three interpersonal interaction factors on flow experience differs between young and old users. We conduct a survey and collect 349 responses from users of a social shopping site in China. Our results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention. We also find differences between young and old users in this area. |
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| Keywords: | Social commerce Interpersonal interaction Flow experience Purchase intention |
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