MATEC Web Conf.
Volume 139, 20172017 3rd International Conference on Mechanical, Electronic and Information Technology Engineering (ICMITE 2017)
|Number of page(s)||4|
|Published online||05 December 2017|
Research on the Influence of Social Media Information on Consumers’ Purchase Intention
1 School of Management, Shanghai University, No.99 Road, China
In addition to the channels of information, the information itself will also affect the intention of consumers to purchase. This paper extends para-social interaction (PSI) theory to the social media environment, and studies the influence of the information itself through it. Through the data analysis, we found that openness and interactivity of information have a positive impact on the purchase intention of consumers, but interactivity of information has a direct negative impact on consumers’ purchase intention. The result has great significance on the theory and strategy of marketing.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (http://creativecommons.org/licenses/by/4.0/).
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