A Research on the Influence of Social Media Characteristics on Consumers' Purchase Intention

QIAN Li-chun , ZHAI Yu-mo , DAI Feng-lan Abstract: Based on social presence theory and flow experience theory, this paper studies the influence of social media characteristics on consumers' purchase intention in the context of social e-commerce by constructing S-O-R model. The empirical results show that the participation, interaction, entertainment and personalized characteristics of social media have a positive impact on consumers' social presence and flow experience, and that social presence and flow experience have a positive impact on consumers' purchase intention.