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Study of Consumers’ Purchase Intentions on Community E-commerce Platform with the SOR Model: A Case Study of China’s “Xiaohongshu” App

As e-commerce flourishes, a new model known as community e-commerce has sprung up, which gathers users of the same interests and values and provides precise content marketing for specific groups, to satisfy the various demands of customers. Studying the influencing factors of community e-commerce pl...

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Autori principali: Baodeng Lin, Binqiang Shen
Natura: Artigo
Lingua:Inglês
Pubblicazione: MDPI AG 2023-01-01
Serie:Behavioral Sciences
Soggetti:
community e-commerce
purchasing intention
SOR model
perceived value
content marketing
Accesso online:https://www.mdpi.com/2076-328X/13/2/103
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