Impacts of Key Opinion Consumers on Customer Purchase Intention: A Study of Social Commerce Platforms in China
Keywords:
Key Opinion Consumers, Purchase Intention, Perceived Risk, Customer trust, Social CommerceAbstract
This study explores the pivotal role of Key Opinion Consumers (KOC) in
influencing purchase intention among social commerce customers in China, with a focus on Xiaohongshu users in Shanghai. A survey of 599 Shanghai residents revealed key findings: Firstly, KOCs directly enhance purchase intention. They serve as influential figures whose endorsements positively impact consumer decisions to make purchases on social commerce platforms. Secondly, perceived risk negatively affects both purchase intention and customer trust. Consumers’ concerns about risks associated with social commerce transactions can deter their willingness to purchase and erode their trust in the platform. Thirdly, customer
trust plays a crucial role in bolstering purchase intention. When consumers trust KOCs and the platforms they endorse, they are more inclined to purchase despite perceived risks. Additionally, the study reveals that KOCs indirectly influence purchase intention through their effects on perceived risk and customer trust. This indirect influence underscores the complex pathways through which KOCs shape consumer behavior in social commerce settings. Moreover, customer trust is a moderator, mitigating the negative impact of perceived risk on purchase intention. Higher levels of trust can alleviate consumer apprehensions, thereby fostering a more favorable environment for purchasing. These findings contribute to a deeper understanding of how KOCs promote purchase intention in social commerce contexts, highlighting the importance of managing perceived risks and fostering customer trust. The insights from this research offer valuable guidance for developing effective marketing strategies tailored to enhance consumer engagement and drive sales in social commerce platforms, particularly within the dynamic market landscape of China.
References
Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: A systematic literature review. IEEE Access, 8,89041-89058.
Acikgoz, F., & Burnaz, S. (2021). The influence of ‘influencer marketing’ on YouTube influencers. International Journal of Internet Marketing and Advertising, 15(2), 201-219. https://doi.org/10.1504/IJIMA.2021.114331
Ahmad, H., & Halim, H. (2017). Determining sample size for research activities. Selangor Business Review, 2(1), 20-34.
Arifn, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327. https://doi.org/10.1108/JRIM-11-2017-0100
Balau, M. (2018). Exploring the link between intention and behavior in consumer research. EIRP Proceedings, 13, 134-141.
Bannor, R. K., & Aryee, H. N. A. (2022). Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites. International Journal of Tourism Research, 22(2), 182-191.
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). McGraw Hill.
Bhandari, M., & Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125-141. https://doi.org/10.1080/
2017.1349030
Brizzo, L. (2024). 5 most popular platforms for social media marketing in China. Nealschaffer.https://nealschaffer.com/social-media-marketing-china-platforms/
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189-197. https://doi.org/
1016/j.jretconser.2016.06.014
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702. https://doi.org/
3389/fpsyg.2022.865702
Chen, W. (2022, January 11). Research on the influence of key opinion consumer on consumers purchase intention of new domestic goods under social platform. CNKI. https://kns.cnki.net/KCMS/detail/
detail.aspx?dbname=CMFDTEMP&flename=1023487972.nh
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management. https://doi.org/10.1007/s10490-023-09871-y
Cheung, G. W., & Wang, C. (2017). Current approaches for assessing convergent and discriminant validity with SEM: Issues and solutions. Academy of Management, 2017(1), 12706. https://doi.org/10.5465/
AMBPP.2017.12706abstract
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Thousand Oaks.
Chinafy. (2023, December 29). The rise of Xiaohongshu: China’s hottest social commerce platform. https://www.chinafy.com/blog/
the-rise-of-xiaohongshu-chinas-hottest-social commerceplatform#:~:text=Xiaohongshu%20integrates%20social%20media%20features,among%20users%20seeking%20authentic%20recommendations
Chittawarakun, T., & Phimcharoen, P. (2022). Exposure behavior uses, and gratifications of the
Millennial Tik-Tok application users in Bangkok. Siam Communication Review, 21(1), 106-120.
CNNIC. (2023). The 52nd statistical report on China’s internet development. https://www.cnnic.com.cn/IDR/ReportDownloads/202311/P020231121355042476714.pdf
Domahidi, E. (2018). The associations between online media use and users’ perceived social resources: A meta-analysis. Journal of Computer-Mediated Communication, 23(4), 181-200. https://doi.org/10.1093/jcmc/zmy007
Döringer, S. (2021). The problem-centred expert interview: Combining qualitative interviewing approaches for investigating implicit expert knowledge. International Journal of Social Research Methodology, 24(3), 265-278. https://doi.org/10.1080/13645579.2020.1766777
Duan, S. X., Deng, H., & Luo, F. (2019). An integrated approach for identifying the efciencyoriented drivers of electronic markets in electronic business. Journal of Enterprise Information Management, 32(1), 60-74.
Dubos, R. (2017). Social capital: Theory and research. Routledge.
Fan, L. (2021). The forming of e-platform-driven flexible specialisation: How e-commerce platforms have changed China’s garment industry supply chains and labour relations. China Perspectives, 1(124), 29-38. https://doi.org/10.4000/chinaperspectives.10610
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: An examination of the biasing role of habit. Internet Research, 27(3), 586-607. https://doi.org/10.1108/IntR-06-2016-0175
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956-970.
Firmansyah, N., & Ali, H. (2019). Consumer trust model: The impact of satisfaction and e-service quality toward repurchase intention in e-commerce. Saudi Journal of Humanities and Social Sciences, 4(8), 552-559. https://doi.org/10.21276/sjhss.2019.4.8.4
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fussell, H., Harrison-Rexrode, J., Kennan, W. R., & Hazleton, V. (2006). The relationship between social capital, transaction costs, and organizational outcomes: A case study.
Corporate Communications: An International Journal, 11(2), 148-161.
Gelbrich, K., Müller, S., & Westjohn, S. A. (2023). Purchase intention and purchase decision. Edward Elgar Publishing.
Gibreel, O., AlOtaibi, D. A., & Altmann, J. (2018). Social commerce development in emerging markets. Electronic Commerce Research and Applications, 27, 152-162. https://doi.org/10.1016/j.elerap.2017.12.008
GMAdmin. (2022). China KOL reign has come to an end; it’s time for KOC marketing. Ecommerce China. https://ecommercechinaagency.com/koc-marketing-won-over-kol-china/
Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380.
Gu, C. (2019). Move over KOLs: ‘KOCs’ and ‘private domain trafc’ are hot in China. Campaign Asia. https://www.campaignasia.com/article/move-over-kols-kocs-and-private-domaintrafc-are-hot-in-china/454639
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2021). Partial least squares structural equation modeling. Springer.
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
Halim, E. M., & Candraningrum, D. A. (2021). The influence of user-generated content towards Somethinc skincare purchase intention. The International Conference on Economics, Business, Social, and Humanities (pp. 831-836). Institute of Research and Community Engagement, Universitas Tarumanagara. https://www.atlantispress.com/proceedings/
icebsh-21/125959436
Häuberer, J. (2011). Social capital theory. Edwar Elgar.
He, J., Han, M., Ji, S., Du, T., & Li, Z. (2019). Spreading social influence with both positive and negative opinions in online networks. Big Data Mining and Analytics, 2(2), 100-117. https://doi.org/10.26599/BDMA.2018.9020034
He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: Based on dual-systems theory. Electronic Commerce Research, 24, 1235-1265. https://doi.08g/10.1007/s10660
Hoang, T. H., Le, H. D., Ngo, T. C., & Nguyen, M. A. B. (2023). KOC’s characteristics, KOC effectiveness and online customer engagement towards travel products: Evidence from Vietnam. International Journal of Internet Marketing and Advertising, 1(1), 1. https:// doi.org/10.1504/
IJIMA.2023.10056135
Hu, S., & Zhu, Z. (2022). Effects of social media usage on consumers’ purchase intention in social commerce: A cross-cultural empirical analysis. Frontiers in Psychology, 13, 837752. https://doi.org/10.3389/
fpsyg.2022.837752
Ilhamalimy, R. R., & Ali, H. (2021). Model perceived risk and trust: E-WOM and purchase intention (The role of trust mediating in online shopping in Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204-221. https://doi.org/10.31933/dijdbm.v2i2.651
Iliyasu, R., & Etikan, I. (2021). Comparison of quota sampling and stratified random sampling.Biometrics & Biostatistics International Journal Review, 10, 24-27.
Jami Pour, M., Hosseinzadeh, M., & Mansouri, N. S. (2022). Challenges of customer experience management in social commerce: An application of social network analysis. Internet Research, 32(1), 241-272.
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, 808525.
Jiang, C., Han, R., & Xu, Q. (2021). The impact of social media input intensity on reward-based crowdfunding performance: Evidence from China. Electronic Commerce Research, 23, 1753-1774.
Kasim, N. M., Fauzi, M. A., Wider, W., & Yusuf, M. F. (2022). Understanding social media usage at work from the perspective of social capital theory. Administrative Sciences, 12(4), 170. https://doi.org/10.3390/admsci12040170
Kim, J., Kang, S., & Lee, K. H. (2020). How social capital impacts the purchase intention of sustainable fashion products. Journal of Business Research, 117, 596-603.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10. https://doi.org/10.4018/ijec.2015100101
Le, H. (2022). How do the influencing factors of Key Opinion Leaders (KOLs) on social networks affect Vietnamese consumers’ purchase intention? In Social Science and
Humanities, Education, and Management. The RSU International Research Conference. (pp. 251-269). Rangsit University. https://rsucon.rsu.ac.th/fles/
proceedings/RSUSOC2022/IN22-005.pdf
Lian, K., Chen, Z., & Zhang, H. (2021). From the perspective of feminism: Market positioning of Xiaohongshu. Advance in Social Science, Education and Humanities Research, 173, 190-194.
Lim, K. (2022). Understanding KOC (Key Opinion Customers) marketing. Mandreel. https://www.mandreel.com/understanding-koc-key-opinion-customers-marketing/
Liu, X. (2020). Research on the influence of user-generated content characters on consumer’s purchase intention under the situation of socialized e-commerce. CNKI. https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202002&flename=1020739914.nh
Liu, Z. (2023). What are the opportunities and challenges of Xiaohongshu, the most popular social media software in China today? Medium. https://medium.com/digital-society/what-are-the-opportunities-and-challenges-of-xiaohongshu-the-most-popular-socialmedia-software-in-112e568
Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers. https://doi.org/10.1108/YC-05-2023-1749
Mainardes, E. W., Almeida, C. M., & de-Oliveira, M. (2019). E-Commerce: An analysis of the factors that antecede purchase intentions in an emerging market. Journal of International Consumer Marketing, 31(5), 447-468. https://doi.org/10.1080/08961530.2019.1605643
Majeed, M. (2021). Selection of celebrity endorser and purchase intention: A new model. Indian Journal of Management and Language, 1(1), 1-9. https://doi.org/10.54105/ijml.B2024.041121
Martiningsih, D. A., & Setyawan, A. A. (2022). The impact of influencers’ credibility towards purchase intention. In Advances in Economics, Business and Management Research. TheInternational Conference on Economics and
Business Studies (ICOEBS 2022) Fakul (pp. 196-2024). Universitas
Muhammadiyah Surakarta. https://www.researchgate.net/publication/
_The_Impact_of_Influencers’_Credibility_Towards_Purchase_Intention
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-ofmouth intentions. International Journal of Information Management, 57, 102300.
Nguyen, D. N. T., Tran, H. H., Le, T. M. D., & Nguyen, T. T. H. (2023). The generation Z view of key opinion leader reviewing food on TikTok platform in Vietnam. Proceedings of the World Conference on Media and Mass Communication, 7(1). 226-244.
Nunes, R. H., Ferreira, J. B., Freitas, A. S. d., & Ramos, F. L. (2018). The effects of social media opinion leaders’ recommendations on followers’ intention to buy. Revista Brasileira de Gestão de Negócios, 20, 57-73.
OHK, K., & Kim, M. (2018). Who’s leading China’s e-commerce industry? The antecedents and consequences of e-WOM focusing on one person media. Theoretical and Applied Information Technology, 96(5), 1323-1333.
O’Reilly, K., MacMillan, A., Mumuni, A. G., & Lancendorfer, K. M. (2016). Extending our understanding of eWOM impact: The role of source credibility and message relevance. Journal of Internet Commerce, 15(2), 77-96. https://doi.org/10.1080/15332861.2016.1143215
Özbölük, T., & Akdoğan, K. (2022). The role of online source credibility and influencer identifcation on consumers’ purchase decisions. International Journal of Internet Marketing and Advertising, 16(1/2), 165. https://doi.org/10.1504/IJIMA.2022.120974
Park, J., Amendah, E., Lee, Y., & Hyun, H. (2019). M‐payment service: Interplay of perceived risk, benefit, and trust in service adoption. Human Factors and Ergonomics in Manufacturing & Service Industries, 29(1), 31-43. https://doi.org/10.1002/hfm.20750
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.1080/00913367.2021.1980470
Phan, N. T. T., & Nguyen, T. M. (2024). The influence of key opinion consumers on customers’ purchase intention via TikTok-the case of generation Z in Vietnam. Review of Integrative Business and Economics Research, 13(1), 51-70.
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Independent Institute.
Qin, M., Qiu, S., Zhao, Y., Zhu, W., & Li, S. (2024). Graphic or short video? The influence
mechanism of UGC types on consumers’ purchase intention—Take Xiaohongshu as an example. Electronic Commerce Research and Applications, 65, 101402.
Ratasuk, A. (2019). Identifying online opinion leaders and their contributions in customer
decision-making process: A case of the car industry in Thailand. APHEIT International
Journal, 8(1), 37-60.
Ratasuk, A. (2022). The role of cultural intelligence in the trust and turnover of frontline hotel employees in Thailand. Humanities, Arts and Social Sciences Studies, 22(2), 348-358.
Ratasuk, A. (2023a). Impact of food hygiene on purchase intentions and its mechanism in
Bangkok street food under the influence of COVID-19. Medical Research Archives, 11(8), 1-11.
Ratasuk, A. (2023b). Roles of emotional intelligence in promoting the innovative work behavior
of restaurant employees. Thammasat Review, 26(2), 44-73.
Ratasuk, A., & Charoensukmongkol, P. (2019). The role of team trust and team conflict on innovative performance of multicultural teams in the restaurant business. Thammasat Review, 22(2), 1-18. https://doi.org/10.14456/tureview.2019.9
Ratasuk, A., & Charoensukmongkol, P. (2020). Does cultural intelligence promote crosscultural teams’ knowledge sharing and innovation in the restaurant business? AsiaPacifc Journal of Business Administration, 12(2), 183-203.
Ratasuk, A., & Gajesanand, S. (2022). Roles of food safety on customer repurchase intentions: The mediation of perceived risk and trust in food delivery service in Bangkok during COVID-19. Journal of Business Administration, 175(3), 71-93.
Ratasuk, A., & Gajesanand, S. (2023). Does food safety build customer trust? The mediating role of perceived risk in food delivery service in Bangkok during the COVID-19 pandemic. Asia Social Issues, 16(2), e253719.
Rigdon, S. (2023). How has the internet changed communication in business? Vonage. https://www.vonage.com/resources/articles/how-the-internet-changed-communication-inbusiness/
Santini, F. D. O., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211-1228. https://doi.org/10.1007/s11747-020-00731-5
Serdar, C. C., Cihan, M., Yücel, D., & Serdar, M. A. (2021). Sample size, power and effect size revisited: Simplifed and practical approaches in pre-clinical, clinical and laboratory studies. Biochemia Medica, 31(1), 27-53. https://doi.org/10.11613/bm.2021.010502
Sharma, S., Menard, P., & Mutchler, L. (2017). Who to trust? Applying trust to social commerce. Journal of Computer Information Systems, 59, 1-11. https://doi.org/10.1080/08874417.
1289356
Shen, B., & Wang, C. (2019). Optimization of key opinion consumer selection strategy forenterprise in the internet environment. Management Science and En gineering, 8(4), 368-375. https://doi.org/10.12677/MSE.2019.84045
Silva, J., Pinho, J. C., Soares, A., & Sá, E. (2019). Antecedents of online purchase intention and behaviour: Uncovering unobserved heterogeneity. Journal of Business Economics and Management, 20(1), 131-148. https://doi.org/10.3846/jbem.2019.7060Statistics, S. B. O. (2021). Main data of Shanghai’s seventh national census released. https://tjj.sh.gov.cn/tjxw/
/4254aba799c840d2a54f9ef82858bcf5.html
Sun, Y., & Ly, T. P. (2023). The influence of word-of-web on customers’ purchasing process: The case of Xiaohongshu. Journal of China Tourism Research, 19(2), 221-244.
Suratepin, M. S., & Funk, S. (2022). The increasing influence of Key Opinion Leaders (KOLs) on millennial purchases of beauty products-based on social media platforms [Master’s thesis]. Thammasat Universiry.
Tao, H., Sun, X., Liu, X., Tian, J., & Zhang, D. (2022). The impact of consumer purchase behavior changes on the business model design of consumer services companies over the course of COVID-19. Frontiers in Psychology, 13, 818845. https://doi.org/10.3389/fpsyg.2022.818845
Tian, S., & Li, J.-Y. (2022). Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand: The role of source credibility and congruency. International Journal of Internet Marketing and Advertising, 17(1-2), 133-161. https://doi.org/
1504/IJIMA.2022.125146
Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-tocustomer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacifc Management Review, 24(3), 238-249. https://doi.org/10.1016/j.apmrv.2018.06.003
Verma, D., & Dewani, P. P. (2021). eWOM credibility: A comprehensive framework and literature review. Online Information Review, 45(3), 481-500. https://doi.org/10.1108/OIR-06-2020-0263
Wang, J., Ding, K., Zhu, Z., Zhang, Y., & Caverlee, J. (2020). Key opinion leaders in recommendation systems: Opinion elicitation and diffusion. In WSDM. The 13th International Conference on Web Search and Data Mining (pp. 636-644). Special Interest Group on Management of Data. https://people.engr.tamu.edu/caverlee/pubs/wang20wsdm-kol.pdf
Wang, P., Huang, Q., & Zhang, Y. (2023). How do social network ties influence purchases in social commerce communities? A lens of attachment theory. Internet Research, 33(4), 1495-1518.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement. Journal of Advertising Research, 58, 16-31. https://doi.org/10.2501/JAR-2017-042
Warren, A. M., Sulaiman, A., & Jaafar, N. I. (2015). Understanding civic engagement behaviour on Facebook from a social capital theory perspective. Behaviour & Information Technology,
(2), 163-175. https://doi.org/10.1080/0144929X.2014.934290
Wei, X., Zhang, Y., & Luo, X. R. (2024). Modeling the evolution of collective overreaction in dynamic online product diffusion networks. Decision Support Systems, 181, 114232.
Wei, Y., Wang, C., Zhu, S., Xue, H., & Chen, F. (2018). Online purchase intention of fruits: Antecedents in an integrated model based on technology acceptance model and perceived risk theory. Frontiers in Psychology, 9, 1521. https://doi.org/10.3389/fpsyg.2018.01521
Wiedmann, K. P., & Von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula? Journal of Product & Brand Management, 30(5),707-725.
Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e-government adoption: Integrating TAM, TPB, trust and perceived risk. The Electronic Library, 35(1), 2-20. https://doi.org/10.1108/EL-08-2015-0141
Xu, N., & Wang, H. (2018). Research on impact of recommenders and recommended information on consumers’ purchase intention in social e-commerce. Advances in Social Science, Education and Humanities Research, 195, 17-21.
Yadav, N., Verma, S., & Chikhalkar, R. (2023). Online reviews towards reducing risk. Journal of Tourism Futures, 10(2), 302-316. https://doi.org/10.1108/JTF-01-2022-0016
Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147.
Yusuf, A. S., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Services Marketing, 32(4), 493-504. https://doi.org/10.1108/JSM-01-2017-0031
Zhang, W. (2023). Path analysis of KOL marketing and its influence on consumers’ purchase decisions: Taking the beauty make-up blogger on TikTok as an example. BCP Business & Management, 42, 129-135. https://doi.org/10.54691/bcpbm.v42i.4571
Zhao, J. D., Huang, J. S., & Su, S. (2019). The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 50, 42-49. https://doi.org/10.1016/j.jretconser.2019.04.014
Zhou, Z. (2023). User purchase intent on social media: A case study utilizing the SOR model on Xiaohongshu. Highlights in Business, Economics and Management, 23, 716-724.
