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Mood and social presence on consumer purchase behaviour in C2C E-commerce in Chinese culture

Abstract

While the importance of mood and emotion has been recognized in Information Systems research, they have been studied only tangentially. To explore the influence of mood and social presence on consumer purchase behaviour in consumer-to-consumer (C2C) e-Commerce, a lab experiment with 200 participants is conducted in China. The structural model explains 36.9 % of the variance in purchase intention. The results indicate that mood plays an important role in consumer purchase behaviour, which has significant impacts on perceived benefit and purchase intention. Social presence has moderating effects between mood and perceived benefit, and between mood and purchase intention. We also find that two cultural dimensions (individualism and uncertainty avoidance) have significant impacts on purchase intention.

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Acknowledgment

This research is partially supported by The National Nature Science Foundation in China (No.71172126, 70872073)

This research is partially supported by the National Natural Science Foundation in China (No.70801049) and the “Project 211(Phase III)” of Southwestern University of Finance and Economics in China.

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Correspondence to Zongming Tang.

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Responsible editor: Xin Luo

Appendices

Appendix A

Table 3

Table 3 Survey instrument

Appendix 2

Table 4

Table 4 Summary of measurement model

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Zhang, H., Lu, Y., Shi, X. et al. Mood and social presence on consumer purchase behaviour in C2C E-commerce in Chinese culture. Electron Markets 22, 143–154 (2012). https://doi.org/10.1007/s12525-012-0097-z

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Keywords

  • Mood
  • Social presence
  • National culture
  • Perceived benefit
  • Perceived risk
  • Purchase intention

JEL classification

  • M15