Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model

DOI

10.2991/assehr.k.200331.048How to use a DOI?

Keywords

product recommendation, urge to buy impulsively, S-0-R model, perceived enjoyment, perceived usefulness, cognitive trust, affective trust

Abstract

This article builds its own model and assumptions on the basis of the S-0-R model. It examines the impact of third-party product recommendations on consumer impulse purchases on social commerce platforms, and conducts empirical research on several popular product recommendation platforms in China. According to a survey of 201 social commerce platform consumers, the results indicate that the urge to buy impulsively is determined by the affective trust of the recommender and the perceived enjoyment of the product. In addition, the speciality of the information and the similarity with the recommender significantly affect cognitive trust. Visual appeal of products and feasibility significantly affect perceived enjoyment. Visual appeal of products exerts an impact on perceived usefulness, and affective trust is influenced by the speciality.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yang Chen
AU  - Dan Li
AU  - Zhongguo Zhao
PY  - 2020
DA  - 2020/04/02
TI  - Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model
BT  - Proceedings of the 5th International Conference on Social Sciences and Economic Development (ICSSED 2020)
PB  - Atlantis Press
SP  - 215
EP  - 223
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.048
DO  - 10.2991/assehr.k.200331.048
ID  - Chen2020
ER  -