A moderated mediation mechanism underlying the impact of website telepresence on purchase intention - Evidence from Chinese female college student customers.

ABSTRACT: Telepresence in e-commerce, the feeling of resembling shopping in a physical store, plays a critical role in determining online purchase intention. However, the cognitive mechanism and boundary conditions about its effect still need further investigation. The current study construed flow experience and socioeconomic status as important variables and developed a moderated mediation model for their roles in the effect of telepresence. The model was supported by our study where a group of Chinese female college students participated in simulated online apparel shopping and completes relevant questionnaire surveys. The results show that: (1) website telepresence predicts positively the purchase intention of females, (2) flow experience mediates the impact of website telepresence on purchase in

SUBMITTER: Zhu G 

PROVIDER: S-EPMC9478893 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature