Research on the Influence of Social Media Information on Consumers’ Purchase Intention

摘要

In addition to the channels of information, the information itself will also affect the intention of consumers to purchase. This paper extends para-social interaction (PSI) theory to the social media environment, and studies the influence of the information itself through it. Through the data analysis, we found that openness and interactivity of information have a positive impact on the purchase intention of consumers, but interactivity of information has a direct negative impact on consumers’ purchase intention. The result has great significance on the theory and strategy of marketing.