Emotional Attachment in Social E-Commerce: The Role of Social Capital and Peer Influence

As competition in the social e-commerce industry intensifies, building high-quality relationships with users to increase customer loyalty and gain sustainable competitive advantage is important for platforms. Based on perspective of capital, this paper constructs a relationship model “social capital-peer influence-emotional attachment” based Red Booklet Poizon explores influence mechanism capital emotional attachment context e-commerce. Social has significant positive effect peer attachment, while partially mediates between attachment. This study provides practical insights from capital” enterprises improve users’ platform further develop themselves environment.