A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model:

A study of the Xiaohongshu youth coffee community.

DOI

10.2991/978-94-6463-098-5_58How to use a DOI?

Keywords

Coffee marketing; Community marketing; SOR theory

Abstract

China's coffee market has developed at a significant rate and coffee marketing has become an issue frequently spoken about in society, but few scholars have studied the marketing of youth communities with an interest in coffee on UGC platforms. Based on the SOR model, the author studied various factors influencing young Xiaohongshu users purchasing willingness related to coffee products. This study was carried out by collecting 420 valid questionnaires and utilising SPSS and AMOS to conduct a reliability analysis and test relevant hypotheses. The results show that usability, interactivity, sociability, professionalism, and opinion leaders, all positively influence the purchase intention.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhu Chen
PY  - 2022
DA  - 2022/12/27
TI  - A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model:
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 522
EP  - 526
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_58
DO  - 10.2991/978-94-6463-098-5_58
ID  - Chen2022
ER  -