Influence Mechanism of Social Commerce on Consumer Purchase Intention
——A Cross-regional Study of China and ASEAN
Abstract：With the rapid development of social commerce market，social networking has become a new trend in the development of e-commerce，and the pattern of social commerce has become the future mainstream pattern of e-commerce. The authors explore the influence mechanism of social commerce on consumer purchase intention. It is found that：intimacy and familiarity have a significant positive impact on consumer purchase intention；trust plays an intermediating effect in the influence of intimacy and familiarity on consumer purchase intention；cultural differences play a moderating effect in the influence of intimacy and familiarity on consumer purchase intention. To better operate social commerce platform，the related managers should fully understand the important role of social commerce in promoting social interaction and enhancing intimacy and familiarity，pay more attention to“social contact”，enhance the intimacy and familiarity among consumers and community members，encourage consumers to share information and the experience of shopping，and formulate the differentiated marketing strategies according to the different cultural background of different countries.
Key words：social commerce；intimacy；familiarity；trust；consumer purchase intention