The Influence Of Social Distance On The Willingness To Buy Fresh Produce In Social Commerce

With the development of the Internet,online shopping has become more and more popular.Social commerce is beginning to emerge,and few scholars have studied it.Based on the theory of construal level,this paper attempts to explore the influence of social distance on consumer purchase intention and its mechanism in the context of social commerce through four experiments from a psychological point of view.The results show that nearly social distance can significantly improve the consumer purchase intention,and perceived risk plays a mediating role in the influence of social distance on purchase intention.Furthermore,we find that when the psychological distance and information level in the same level,consumer purchase intention increased significantly.In addition,strong association leads consumers to deal with information on the basis of emotion,thus increasing purchasing intention.The innovation of this paper is as follows:First,this article first applies the level of interpretation theory to the socialized business field.Second,this study attempts to summarize the information description of fresh agricultural products and divides the collected information into high-level information and low-level information through the Delphi method.The third is that previous studies of social distance have mostly stayed on the practical side,and there has been little research on social distance studies.This paper tries to explore the effect of social distance on purchasing intention in social commerce.