Modeling Consumer Purchase Intentions in Mobile Shopping Scenarios from a Social Presence Perspective

Abstract

With the rapid development of mobile Internet and the rise of mobile e-commerce in recent years, mobile shopping has become one of the most popular shopping methods nowadays, and how to promote consumers' willingness to purchase online has gradually received widespread attention from the majority of e-commerce companies as well as scholars. The purpose of this paper is to study the relationship between the sense of social presence and consumers' purchase intention in the mobile shopping context, by reviewing and deducing the research literature on social presence theory, customer perceived value theory, and consumers' purchase intention, based on the "S-O-R" theory and explanation level theory, the social presence of consumers in the mobile online shopping context is taken as the antecedent variable of consumers' purchase intention, with consumers' different value perceptions as mediating variables, a model of consumer purchase intention was constructed to explore the mechanism of social presence sense on consumer purchase intention, and also to examine the contextual moderating role of explanation level in this process. The results of the study indicate that, 1. The three dimensions of social presence, such as consumers' awareness presence, emotion presence, and cognition presence in mobile online shopping contexts, stimulate different value perceptions of consumers, and different value perceptions further promote different behavioral responses of consumers, i.e., manifest as different purchase intentions. 2. The three dimensions of perceived value, namely functional value, entertainment value, and social value, as abstract feature reflections, at different levels of consumer interpretation Customer perceived value will also have a differential impact on purchase intentions and behaviors.