THE INTERMEDIARY ROLE OF THE CREDIBILITY OF INFORMATION SOURCE BETWEEN WEBSITE HOMOGENEITY AND CONSUMER BEHAVIORAL INTENTIONS ——TAKING XIAOHONGSHU AS AN EXAMPLE
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Abstract
This article takes the Xiaohongshu user group as a sample and researches the impact of website homogeneity on social media e-commerce platforms and consumer behavior willingness based on the online social network framework (OSN) theory proposed by Brown and other scholars (2007). It is proposed that the homogeneity of consumers and websites in online social e-commerce has an impact on consumers' willingness to act, and further that source credibility plays an intermediary role. In this paper, questionnaires were used to collect data, with a total of 688 valid samples recovered. SPSS 23.0 software and SPSSAU online analysis tools were used for empirical analysis. The analysis included data reliability and validity tests, correlation analysis, and regression analysis. The results appeared to verify that the homogeneity of consumer websites has a direct impact on consumers' willingness to act, and further that the source credibility plays a mediating role.
Article Details
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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