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| The Effects of Social Commerce Characteristics on Fruit Consumers’ Purchase Intention Mediated by Social Support |
| HU Qian，LIN Jiabao，LI Lei，LU Yaobin |
| 1.South China Agricultural University, Guangzhou, China;2. Huazhong University of Science and Technology, Wuhan, China |
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Abstract Understanding consumers’ behavior in social commerce is critical for companies to effectively capitalize on the power of social relationships and influence them. Based on the stimulus-organism-response paradigm and social exchange theory, this study builds a fruit consumers’ decision behavior model to explore the effects of social commerce characteristics on social support and purchase intention. The empirical results find that interactivity, stickiness and word-of-mouth referral have positive impacts on information support and emotional support, and among them word-of-mouth referral is the largest one; Information support and emotional support positively enable the prediction of purchase intention, furthermore both of them exist partial mediating effects, indicating the intrinsic mechanism of the effects of social commerce characteristics on purchase intention.
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Received: 01 November 2016
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2017, Vol. 14 
