THE IMPACT OF SOCIAL ESTRANGEMENT, CONSUMER PERCEPTION, CONSUMER RESONANCE AND PURCHASE INTENTION IN SOCIAL COMMERCE

Tai-Ge Yan; Li‑Wei Lin; Chen-yue Guo

doi:10.29121/granthaalayah.v13.i3.2025.6016

Authors

Tai-Ge Yan Shanghai University of Finance and Economics Zhejiang College
Li‑Wei Lin Shanghai University of Finance and Economics Zhejiang College
Chen-yue Guo Shanghai University of Finance and Economics Zhejiang College

DOI:

https://doi.org/10.29121/granthaalayah.v13.i3.2025.6016

Keywords:

Social Commerce, Social Estrangement, Consumer Perception, Consumer Resonance, Purchase Intention

Abstract [English]

This paper focuses on the field of social commerce, exploring the internal relationships among social estrangement, consumer perception, consumer resonance, and purchase intention. While the rapid development of social commerce has provided consumers with significant convenience, it has also introduced challenges such as social estrangement, encompassing aspects like information, emotion, and behavior, which hinder consumer interaction and negatively impact purchase intention. Consumer perception, influenced by factors such as product knowledge and brand trust, further affects purchase decisions. Consumer resonance, arising from interactions within the community, is fostered by elements like emotional resonance, information sharing, and group identity, and can significantly enhance purchase intention. Building upon the Theory of Planned Behavior and other frameworks, this study constructs a research model and posits hypotheses regarding the negative impact of social estrangement on purchase intention, and the positive effects of consumer perception and resonance on purchase intention. Through questionnaire surveys conducted on social commerce platforms in Zhejiang and employing data analysis methods including descriptive statistics, correlation analysis, and structural equation modeling, the findings reveal that social estrangement significantly inhibits purchase intention, whereas consumer perception and resonance positively promote it. Additionally, purchase intention enhances the conversion rate in social commerce. This research enriches the theoretical system of social commerce, addresses the research gap concerning social estrangement, and expands the application of consumer behavior theory. Practically, it offers guidance for enterprises to optimize platform functionalities, strengthen brand development, and foster consumer resonance to boost purchase intention and market competitiveness. Future research could delve into aspects such as broadening sample scope, integrating multiple methodologies, refining research models, and examining the impact of emerging technologies.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T DOI: https://doi.org/10.1016/0749-5978(91)90020-T

Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment. Sustainability, 10(2), 352. https://doi.org/10.3390/su10020352 DOI: https://doi.org/10.3390/su10020352

Bianchi, C., Devenin, V., & Reyes, V. (2022). An Empirical Study of Consumer Purchase Intention for Responsible Enterprises in Chile. Journal of Environmental Planning and Management, 65(1), 105–125. https://doi.org/10.1080/09640568.2021.1879032 DOI: https://doi.org/10.1080/09640568.2021.1879032

Brodeur, A., Grigoryeva, I., & Kattan, L. (2021). Stay-at-home Orders, Social Estrangement, and trust. Journal of Population Economics, 34(4), 1321–1354. https://doi.org/10.1007/s00148-021-00848-z DOI: https://doi.org/10.1007/s00148-021-00848-z

Cambra-Fierro, J. J., Fuentes-Blasco, M., Huerta-Álvarez, R., & Olavarría, A. (2021). Customer-based Brand Equity and Customer Engagement in Experiential Services: Insights from an Emerging Economy. Service Business, 15(3), 467–491. https://doi.org/10.1007/s11628-021-00448-7 DOI: https://doi.org/10.1007/s11628-021-00448-7

Chen, M. H., & Tsai, K. M. (2020). An Empirical Study Of Brand Fan Page Engagement Behaviors. Sustainability, 12(2), 434. https://doi.org/10.3390/su12020434 DOI: https://doi.org/10.3390/su12010434

Cheng, Y. Y., Tung, W. F., Yang, M. H., & Chiang, C. T. (2019). Linking Relationship Equity to Brand Resonance in a Social Networking Brand Community. Electronic Commerce Research and Applications, 35, 100849. https://doi.org/10.1016/j.elerap.2019.100849 DOI: https://doi.org/10.1016/j.elerap.2019.100849

Chiou, L., & Tucker, C. E. (2020). Social Estrangement, Internet Access and Inequality. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3568255 DOI: https://doi.org/10.2139/ssrn.3568255

DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939 DOI: https://doi.org/10.13106/jafeb.2020.vol7.no10.939

Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social Commerce Success: Antecedents of purchase Intention and the Mediating Role of Trust. Journal of Internet Commerce, 19(3), 262–297. https://doi.org/10.1080/15332861.2020.1756190 DOI: https://doi.org/10.1080/15332861.2020.1756190

Duman, T., Ozbal, O., & Duerod, M. (2018). The Role of Affective Factors on Brand Resonance: Measuring Customer-Based Brand Equity for the Sarajevo Brand. Journal of Destination Marketing & Management, 8,359–372. https://doi.org/10.1016/J.JDMM.2017.08.001 DOI: https://doi.org/10.1016/j.jdmm.2017.08.001

Flavián, C., Gurrea, R., & Orús, C. (2017). The Influence of Online Product Presentation Videos on Persuasion and Purchase Channel Preference: The Role of Imagery Fluency and Need for Touch. Electronic Commerce Research, 17(4), 661–700. DOI: https://doi.org/10.1007/s10660-016-9250-7

Helm, R., Möller, M., Mauroner, O., & Conrad, D. (2013). The Effects of a lack of Social Recognition on Online Communication Behavior. Computers in Human Behavior, 29(3), 1065–1077. https://doi.org/10.1016/j.chb.2012.09.007 DOI: https://doi.org/10.1016/j.chb.2012.09.007

Hu, S., Akram, U., Ji, F., Zhao, Y., & Song, J. (2023). Does Social Media Usage Contribute to Cross-Border Social Commerce? An Empirical Evidence from SEM and fsQCA analysis. Acta Psychologica, 241, 104083. https://doi.org/10.1016/j.actpsy.2023.104083 DOI: https://doi.org/10.1016/j.actpsy.2023.104083

Husain, R., Paul, J., & Koles, B. (2022). The Role of Brand Experience, Brand Resonance and Brand Trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895. https://doi.org/10.1016/J.JRETCONSER.2021.102895 DOI: https://doi.org/10.1016/j.jretconser.2021.102895

Jang, K. K., Bae, J., & Kim, K. H. (2021). Servitization Experience Measurement and the Effect of Servitization Experience on Brand Resonance and Customer Retention. Journal of Business Research, 130, 384–397. https://doi.org/10.1016/J.JBUSRES.2020.03.012 DOI: https://doi.org/10.1016/j.jbusres.2020.03.012

Kang, I., Koo, J., Han, J. H., & Yoo, S. (2021). Millennial consumers' Perceptions on Luxury Goods: Capturing Antecedents For Brand Resonance In The Emerging Market Context. Journal Of International Consumer Marketing, 34(3), 214–230. https://doi.org/10.1080/08961530.2021.1944832 DOI: https://doi.org/10.1080/08961530.2021.1944832

Kao, W. K., & André L'Huillier, E. (2022). The Moderating Role of Social Estrangement in Mobile Commerce Adoption. Electronic Commerce Research and Applications, 52, 101116. https://doi.org/10.1016/j.elerap.2021.101116 DOI: https://doi.org/10.1016/j.elerap.2021.101116

Koren, M., & Pető, R. (2020, March 31). Business Disruptions from Social Estrangement. arXiv. https://doi.org/10.48550/arXiv.2003.13983 DOI: https://doi.org/10.1371/journal.pone.0239113

Kumar, A., Shankar, A., Tiwari, A. K., & Hong, H. J. (2023). Understanding Dark Side of Online Community Engagement: An Innovation Resistance Theory Perspective. Information Systems and e-Business Management,1–27. https://doi.org/10.1007/s10257-023-00633-3 DOI: https://doi.org/10.1007/s10257-023-00633-3

Lee, C. H., Chen, C. W., Chen, W. K., & Lin, K. H. (2021). Analyzing the Effect of Social Support and Customer Engagement on Stickiness and Repurchase Intention in Social Commerce: A Trust Transfer Perspective. Journal of Electronic Commerce Research, 22(4), 363–381.

Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers' Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11,890. https://doi.org/10.3389/fpsyg.2020.00890 DOI: https://doi.org/10.3389/fpsyg.2020.00890

Meilatinova, N. (2021). Social Commerce: Factors Affecting Customer Repurchase and word-of-Mouth Intentions. International Journal of Information Management, 57,102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102300

Molinillo, S., Aguilar-Illesca, R., Anaya-Snachea, R., & Liebana-Cabanillas, F. (2021). Social Commerce Website Design, Perceived Value and Loyalty Behavior Intentions: The Moderating Roles of Gender, Age, and Frequency of use. Journal of Retailing and Consumer Services, 63, 102404. https://doi.org/10.1016/j.jretconser.2020.102404 DOI: https://doi.org/10.1016/j.jretconser.2020.102404

Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of Perceived Service Quality, Website Quality, and Reputation on Purchase Intention: The Mediating and Moderating Roles of Trust and Perceived Risk in Online Shopping. Cogent Business & Management, 8(1), 1869363. https://doi.org/10.1080/23311975.2020.1869363 DOI: https://doi.org/10.1080/23311975.2020.1869363

Qiao, Y., Yin, X., & Xing, G. (2022, June 30). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx's Theory—Value-Based Perspective. Frontiers in Psychology, 13, 931064. https://doi.org/10.3389/fpsyg.2022.931064 DOI: https://doi.org/10.3389/fpsyg.2022.931064

Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention? Sustainability, 15(8), 6992. https://doi.org/10.3390/su15086992 DOI: https://doi.org/10.3390/su15086992

Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). 'You Really are a Great Big Sister'—Parasocial Relationships, Credibility, and the Moderating Role of Audience Comments in Influencer Marketing. Journal of Marketing Management, 36(3–4), 279–298. DOI: https://doi.org/10.1080/0267257X.2019.1708781

Riaz, M. U., Guang, L. X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2021). Consumers' Purchase Intention and Decision-Making Process Through Social Networking Sites: A Social Commerce Construct. Behaviour and Information Technology, 40(1), 99–115. https://doi.org/10.1080/0144929x.2020.1846790 DOI: https://doi.org/10.1080/0144929X.2020.1846790

Shang, B., & Bao, Z. (2022). How Repurchase Intention is Affected in Social Commerce? An Empirical Study. Journal of Computer Information Systems, 62(2), 326–336. https://doi.org/10.1080/08874417.2020.1812133 DOI: https://doi.org/10.1080/08874417.2020.1812133

Sohaib, M., Safeer, A. A., & Majeed, A. (2022, August 5). Role of Social Media Marketing Activities in China's E-Commerce Industry: A Stimulus Organism Response Theory Context. Frontiers in Psychology, 13, 941058. https://doi.org/10.3389/fpsyg.2022.941058 DOI: https://doi.org/10.3389/fpsyg.2022.941058

Xiang, H., Chau, K. Y., Iqbal, W., Irfan, M., & Dagar, V. (2022). Determinants of Social Commerce Usage and Online Impulse Purchase: Implications for Business and Digital Revolution. Frontiers in Psychology, 13, 837042. https://doi.org/10.3389/fpsyg.2022.837042 DOI: https://doi.org/10.3389/fpsyg.2022.837042

Yang, L., Niu, X., & Wu, J. (2021, September 2). RF-LighGBM: A Probabilistic Ensemble Way to Predict Customer Repurchase Behaviour in Community E-Commerce. arXiv. https://doi.org/10.48550/arXiv.2109.00724

Yu, F., Wenhao, Q., & Jinghong, Z. (2022). Nexus Between Consumer's Motivations and Online Purchase Intentions of Fashion Products: A perspective of Social Media Marketing. Frontiers in Psychology, 13, 892135. https://doi.org/10.3389/fpsyg.2022.892135 DOI: https://doi.org/10.3389/fpsyg.2022.892135

Zhang, X., & Yu, X. (2020). The impact of Perceived Risk on Consumers' Cross-Platform Buying Behavior. Frontiers in Psychology, 11,* 592246. https://doi.org/10.3389/fpsyg.2020.592246 DOI: https://doi.org/10.3389/fpsyg.2020.592246

Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How oNline Reviews Affect Purchase Intention: A New Model Based on the Stimulus-Organism-Response Framework. Aslib Journal of Information Management, 72*(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308 DOI: https://doi.org/10.1108/AJIM-11-2019-0308