What determines consumers' purchasing behavioral intention on social commerce platforms: introducing consumer credit to TPB

Social commerce is a new trend in e-commerce, and with the help of Web 2.0 technologies and social media, social commerce platforms are gradually becoming popular. Considering the influence of payment methods on consumption intention, this paper investigates the effect of consumer credit on purchase intention in social commerce platforms and explores the relationship between attitudes, subjective norms, perceived behavioral control and purchase intention in social commerce platforms. By constructing the theory of planned behavior model, 454 Chinese subjects were invited to take a questionnaire survey, and the data from 438 valid questionnaires were analyzed. The results showed that attitudes, subjective norms and perceived behavioral control had significant effects on purchase intention on social commerce platforms. Attitudes, subjective norms and perceived behavioral control play an intermediary role between consumer credit and purchase intention on social commerce platforms. We believe our findings provide important insights for the theory and practice of social commerce.