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首页> 外文期刊>Journal of Strategic Marketing >Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce
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Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce

机译：在社会商务环境中通过相似效应增强消费者之间的超社会互动关系

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摘要

With the combination of social media and e-commerce, consumers usually gather all kind of available information for making their final purchase decisions online. From the perspective of interpersonal interaction, we proposed similarity (including external similarity and internal similarity) is an important peripheral informational processing route for consumers to make decisions. Built on the theories of similarity extrapolation, trust transfer and parasocial interaction (PSI), we examined whether similarity could enhance PSI relationship between consumers and the intention to do the social shopping and social sharing.The findings of PLS analysis in this study demonstrated that both external similarity and internal similarity significantly affected consumers' PSI relationship forming and trust transfer, which in turn exerted profound impacts on consumers'social commerce behaviors.
机译：通过社交媒体和电子商务的结合，消费者通常会收集各种可用信息，以在线做出最终购买决定。从人际互动的角度，我们提出相似性（包括外部相似性和内部相似性）是消费者进行决策的重要外围信息处理途径。基于相似度外推，信任转移和超社会互动（PSI）的理论，我们研究了相似性是否可以增强消费者之间的PSI关系以及进行社交购物和社交共享的意图.PLS分析的结果表明，两者外部相似度和内部相似度显着影响消费者的PSI关系形成和信任转移，进而对消费者的社会商业行为产生深远的影响。

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