Abstract Empirical data collected from 215 group members within a WeChat friendship group shows that social climate significantly affects group members’ we-intention to purchase together. Friendship group members’ perception of social climate can influence their value perceptions and then impact on group members’ purchase intention. This study highlights the importance of proximal social network in voluntary settings, illustrating that social climate influences friendship group members’ purchase behavior through affective channels rather than cognitive channels.
2016, Vol. 13 
