Influence of Platform Characteristics on Purchase Intention in Social Commerce: Mechanism of Psychological Contracts

Social commerce is an emerging platform that entails different social features to attract the attention of online consumers. Borrowing insights from psychological contract theory, this study examines characteristics platforms, such as interactivity and rating reviews influence consumers’ purchase intentions. An survey 430 consumers was conducted on a popular site in China. Partial least squares structural equation modeling fuzzy sets qualitative comparative analysis techniques are used analyze mediation model. The results reveal positive relationships between (1) intention; (2) relational contract; (3) transactional contract. Besides, partial mediating effects contract, relationship intention, also observed. Moreover, validates robustness with contracts Overall findings suggest have potential transform intentions through contracts. provides new consumers' behavior milieus, along its theoretical practical implications.