Exploring the Relationship Between Visual Aesthetics and Social Commerce Through Visual Information Adoption Unimodel

Clicks: 161
ID: 275264
2021
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Emerging

Ranked #449 of 510 articles by views in Frontiers in psychology

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 510 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
The visual revolution and attention economy of the digital world have put visual aesthetic communication into the primary position of social media marketing. However, this phenomenon remains underexplored within social commerce research. This study thus develops a visual information adoption unimodel (VIAUM), to explore the relationship between visual aesthetics and social commerce intentions. Users with social commerce experience are invited to complete our online survey, and 321 valid data are collected. The results reveal that visual aesthetics has direct and indirect (via perceived usefulness) effects on the social commerce intention of users. Besides, interdependent self-construal (InterSC) strengthens the direct effect between visual aesthetics and social commerce intention. In contrast, independent self-construal weakens the mediation effects of perceived usefulness. This study is among the first attempts to empirically examine the intervening mechanism and boundary conditions between the visual aesthetics of self-presentation of micro-celebrity and the social commerce intention of consumers.
Reference Key
yang2021exploringfrontiers Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Yang, Yongzhong;Tang, Yunyan;Zhang, Yu;Yang, Ruo;
Journal Frontiers in psychology
Year 2021
DOI
10.3389/fpsyg.2021.700180
URL
https://www.frontiersin.org/articles/10.3389/fpsyg.2021.700180/full
Keywords
psychology business

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.