Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective

Chen Daozhi; Wang Huijuan

doi:doi:10.11648/j.pbs.20221103.12

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Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective

Chen Daozhi, Wang Huijuan

Published in Psychology and Behavioral Sciences (Volume 11, Issue 3)

Received: 31 May 2022 Published: 1 June 2022

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Abstract

With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.

Published in	Psychology and Behavioral Sciences (Volume 11, Issue 3)
DOI	10.11648/j.pbs.20221103.12
Page(s)	80-85
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Social Presence, Mobile Shopping, Purchase Intention

References

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APA Style

Chen Daozhi, Wang Huijuan. (2022). Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychology and Behavioral Sciences, 11(3), 80-85. https://doi.org/10.11648/j.pbs.20221103.12

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ACS Style

Chen Daozhi; Wang Huijuan. Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychol. Behav. Sci. 2022, 11(3), 80-85. doi: 10.11648/j.pbs.20221103.12

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AMA Style

Chen Daozhi, Wang Huijuan. Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychol Behav Sci. 2022;11(3):80-85. doi: 10.11648/j.pbs.20221103.12

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@article{10.11648/j.pbs.20221103.12,
  author = {Chen Daozhi and Wang Huijuan},
  title = {Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective},
  journal = {Psychology and Behavioral Sciences},
  volume = {11},
  number = {3},
  pages = {80-85},
  doi = {10.11648/j.pbs.20221103.12},
  url = {https://doi.org/10.11648/j.pbs.20221103.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.pbs.20221103.12},
  abstract = {With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.},
 year = {2022}
}

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TY  - JOUR
T1  - Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective
AU  - Chen Daozhi
AU  - Wang Huijuan
Y1  - 2022/06/01
PY  - 2022
N1  - https://doi.org/10.11648/j.pbs.20221103.12
DO  - 10.11648/j.pbs.20221103.12
T2  - Psychology and Behavioral Sciences
JF  - Psychology and Behavioral Sciences
JO  - Psychology and Behavioral Sciences
SP  - 80
EP  - 85
PB  - Science Publishing Group
SN  - 2328-7845
UR  - https://doi.org/10.11648/j.pbs.20221103.12
AB  - With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.
VL  - 11
IS  - 3
ER  -

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Author Information

Chen Daozhi

School of Applied Science and Technology, Beijing Union University, Beijing, China
Wang Huijuan

School of Applied Science and Technology, Beijing Union University, Beijing, China

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Plain Text BibTeX RIS

APA Style

Chen Daozhi, Wang Huijuan. (2022). Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychology and Behavioral Sciences, 11(3), 80-85. https://doi.org/10.11648/j.pbs.20221103.12

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ACS Style

Chen Daozhi; Wang Huijuan. Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychol. Behav. Sci. 2022, 11(3), 80-85. doi: 10.11648/j.pbs.20221103.12

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AMA Style

Chen Daozhi, Wang Huijuan. Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective. Psychol Behav Sci. 2022;11(3):80-85. doi: 10.11648/j.pbs.20221103.12

Copy | Download

@article{10.11648/j.pbs.20221103.12,
  author = {Chen Daozhi and Wang Huijuan},
  title = {Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective},
  journal = {Psychology and Behavioral Sciences},
  volume = {11},
  number = {3},
  pages = {80-85},
  doi = {10.11648/j.pbs.20221103.12},
  url = {https://doi.org/10.11648/j.pbs.20221103.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.pbs.20221103.12},
  abstract = {With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective
AU  - Chen Daozhi
AU  - Wang Huijuan
Y1  - 2022/06/01
PY  - 2022
N1  - https://doi.org/10.11648/j.pbs.20221103.12
DO  - 10.11648/j.pbs.20221103.12
T2  - Psychology and Behavioral Sciences
JF  - Psychology and Behavioral Sciences
JO  - Psychology and Behavioral Sciences
SP  - 80
EP  - 85
PB  - Science Publishing Group
SN  - 2328-7845
UR  - https://doi.org/10.11648/j.pbs.20221103.12
AB  - With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.
VL  - 11
IS  - 3
ER  -

Copy | Download