The Impact of Community E-Commerce on Customer Purchase Intentions: An Analysis Based On S-O-R Model

Abstract

This study examines the impact of community based digital platform on customer buying decisions through the Stimulus Organism Response (S-O-R) model. The S-O-R model provides a comprehensive frame work of examining whether external stimuli (S) affecting the internal mental state (O), which ultimately affects purchase intentions (R) in various ways. Including surveys and in-depth interviews. Our study research into the ecommerce community shows that positive social interactions and high-quality content significantly increase trust and perceived value. Thus, study found the factors increasing customers purchasing intentions.