Understanding Influence Mechanisms of Social Commerce on Behavioral Intentions: Evidence from Xiaohongshu

DOI

10.2991/978-94-6463-632-1_7How to use a DOI?

Keywords

social commerce; trust; behavioral intentions; survey research; structural equation modeling

Abstract

Social commerce, a new form of online shopping, is growing with more consumers purchasing through platforms like Xiaohongshu. However, its impact on consumer behavior remains unclear. This study examines consumer behavioral intentions on Xiaohongshu, proposing models and hypotheses. Data from online surveys were analyzed using SPSS and AMOS. Results show that trust propensity and interface design significantly influence consumer behavior, offering insights for platform development.

Copyright

© 2024 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  - Qingyu Zhang
AU  - Xiaoai Cai
AU  - Xiangning Shi
AU  - Tingfang Li
PY  - 2024
DA  - 2024/12/26
TI  - Understanding Influence Mechanisms of Social Commerce on Behavioral Intentions: Evidence from Xiaohongshu
BT  - Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
PB  - Atlantis Press
SP  - 68
EP  - 74
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-632-1_7
DO  - 10.2991/978-94-6463-632-1_7
ID  - Zhang2024
ER  -