Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model

This article builds its own model and assumptions on the basis of the S-0-R model.It examines the impact of third-party product recommendations on consumer impulse purchases on social commerce platforms, and conducts empirical research on several popular product recommendation platforms in China.According to a survey of 201 social commerce platform consumers, the results indicate that the urge to buy impulsively is determined by the affective trust of the recommender and the perceived enjoyment of the product.In addition, the speciality of the information and the similarity with the recommender significantly affect cognitive trust.Visual appeal of products and feasibility significantly affect perceived enjoyment.Visual appeal of products exerts an impact on perceived usefulness, and affective trust is influenced by the speciality.