Factors influencing Chinese consumers' perceptions toward social media platforms for shopping
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The purpose of this study was to investigate the relationships between social media characteristics—interactivity, informativeness, and source credibility—and consumers’ perceived usefulness of social media platforms, and in turn, their electronic word-of-mouth intentions. Chinese consumers age over 18 who are WeChat users were asked to participate in the survey. A total of 543 questionnaires were received, and 502 of them were analyzed in SPSS. According to the result of factor analysis, informativeness was eliminated from the original three factors of social media characteristics. Regression analyses were then conducted to test the relationships among the remaining variables. The results indicated significant relationships between all of the variables. Significant direct impacts between social media characteristics and electronic word-of-mouth intention were also found in this study.