Integrating Social Presence With Social Learning to Promote Purchase Intention: Based on Social Cognitive Theory

Frontiers in Psychology

Psychology

Miao Li¹  Ying Hua² 

[1] School of Information Technology and Management, University of International Business and Economics, Beijing, China;null;

关键词: live streaming commerce;    social presence;    social learning;    vicarious learning;    purchase intention;    social cognitive theory;   

DOI  :  10.3389/fpsyg.2021.810181

 received in 2021-11-06, accepted in 2021-12-06,  发布年份 2022

来源: Frontiers

【 摘 要 】

Consumers mainly acquire information through social learning in online shopping environment, and social presence as a media attribute generated by real-time interactions in live streaming commerce is more conducive for consumers’ social learning. Therefore, it is worth investigating the roles of social presence and social learning on consumers’ purchase intention (PI) in the strong interactive environment. Based on social cognitive theory (SCT) framework and drawing on social presence theory and social learning theory, this study investigates the relationships among social presence, social learning process, and PI. Social presence is operationalized into social presence of others (SPO) and social presence of interactions (SPI), whereas social learning process contains external interaction process [exploitative learning (ETL) and exploratory learning (ERL)] and internal psychological process [cognitive appraisal (CAP) and affective appraisal AAP)]. The results from a survey of 372 consumers of live streaming commerce indicate that SPO and SPI positively affect ETL and ERL and then contribute significantly to the building of CAP and AAP, which can lead to PI. The findings also provide guidance for brand managers and retailers in building more effective interactive atmosphere and promoting consumers’ positive attitude toward brands in live streaming marketing.

【 授权许可】

Unknown   
Copyright © 2022 Li and Hua.