Title: The impact of social media on consumer purchase intention on e-commerce platforms

Authors: Yuanyuan Niu

Addresses: Eurasia International School, Henan University, Kaifeng, 475001, China

Abstract: Studying the impact of social media on the purchase intention of consumers on e-commerce platforms not only contributes to the rapid development of e-commerce platforms, but also improves consumer satisfaction. Therefore, the impact of social media on consumer purchase intention on e-commerce platforms was studied. Relevant scales were designed and questionnaires were distributed to different respondents. Validity and reliability tests were conducted on the questionnaire results, and the data that passed the tests were taken as sample data. LLE method was used to reduce the dimension of data, and the influence model of social media on consumers' purchase intention was built. The experimental analysis results show that the usefulness of search, exchange of comments, forwarding and sharing, information value, and information professionalism have a significant positive impact on consumers' purchase intention. After positive intervention on social media, the proportion of consumers with purchase intention and satisfaction are higher.

Keywords: social media; e-commerce platforms; consumer purchase intention; scales; questionnaires; LLE method.

DOI: 10.1504/IJNVO.2023.135954

International Journal of Networking and Virtual Organisations, 2023 Vol.29 No.3/4, pp.370 - 385

Received: 19 Apr 2023
Accepted: 06 Aug 2023
Published online: 10 Jan 2024 *

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