Research on the Impact of Emotional Interaction on Consumer Purchase Intention in Social Commerce
Abstract
Background and Aim: The significance of internet celebrity influencers in social commerce is rapidly increasing due to their ability to engage large audiences and shape consumer behavior. This study aims to explore how emotional interactions, characterized by intimacy and familiarity, influence consumer purchase intentions.
Materials and Methods: This study employs quantitative analysis to investigate the impact of intimacy and familiarity between internet celebrity influencers and consumers on purchase intention within the context of social commerce. A sample size of 507 users was chosen. Data was collected using accidental and convenient sampling techniques, with an online questionnaire as the most suitable instrument. The questionnaire was designed with six key variables and tested for internal consistency using Cronbach's alpha coefficient.
Results: The results indicate that affective trust and cognitive trust serve as mediators between intimacy, familiarity, and purchase intention. Social overload acts as a moderator between intimacy, familiarity, and purchase intention.
Conclusion: In social commerce, intimacy, and familiarity also enhance purchase intention through affective trust and cognitive trust. However, social overload impedes the impact of intimacy and familiarity on purchase intention. These insights offer practical implications for influencers and marketers, emphasizing the importance of fostering emotional connections while managing social overload to optimize consumer engagement and purchase intentions.
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