Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect

This paper proposes a study on the impact of social e-commerce fashion products on continuous purchase intention, and explores the relationship between social media interactivity, perceived value, immersion experience and continuous purchase intention. By constructing a SOR conceptual model, 850 Chinese subjects were invited to participate in the questionnaire survey, and the data of 776 valid questionnaires were analyzed. The results show that social media interactivity has a significant impact on perceived value, immersion experience and continuous purchase, perceived value has a significant positive impact on immersive experience and continuous purchase intention, and immersive experience has a significant positive impact on continuous purchase intention. Perceived value and immersive experience play a mediating role in the relationship between social media interactivity and continuous purchase intention. The gender and education differences test of the variables were statistically significant. This research has certain theoretical value and practical guidance for the marketing of social e-commerce fashion products and the design and development of social e-commerce platform.