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Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China

Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China

Pinghao Ye, Liqiong Liu
Copyright: © 2021 |Volume: 34 |Issue: 3 |Pages: 20
ISSN: 1040-1628|EISSN: 1533-7979|EISBN13: 9781799859147|DOI: 10.4018/IRMJ.2021070102
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MLA

Ye, Pinghao, and Liqiong Liu. "Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China." IRMJ vol.34, no.3 2021: pp.21-40. http://doi.org/10.4018/IRMJ.2021070102

APA

Ye, P. & Liu, L. (2021). Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China. Information Resources Management Journal (IRMJ), 34(3), 21-40. http://doi.org/10.4018/IRMJ.2021070102

Chicago

Ye, Pinghao, and Liqiong Liu. "Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China," Information Resources Management Journal (IRMJ) 34, no.3: 21-40. http://doi.org/10.4018/IRMJ.2021070102

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Abstract

The authors study the effects of perceived interactivity on consumer behavioral intention according to the characteristics of consumer behavior in mobile social commerce. Results indicate that the intensity of information interaction has significant and positive effects on the depth, breadth, and novelty of consumer recommendations and reviews. The intensity of interpersonal interaction has significant and positive effects on community-based trust and response intensity. Information interaction has significant and positive effects on interpersonal interaction and suggestion adoption. Findings also reveal the relationship between interactivity and consumer behavioral intention in mobile social commerce. The conclusions provide theoretical support for studying how these constructs interact with each other.

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