A Research on the Influence of Social Media Characteristics on Consumers' Purchase Intention

Based on social presence theory and flow experience theory, this paper studies the influence of social media characteristics on consumers' purchase intention in the context of social e-commerce by constructing S-O-R model. The empirical results show that the participation, interaction, entertainment and personalized characteristics of social media have a positive impact on consumers' social presence and flow experience, and that social presence and flow experience have a positive impact on consumers' purchase intention.