Social Commerce Purchase Intention: The Salience of Consumer‐To‐Consumer Interactions

ABSTRACT The influence of consumers on social commerce purchase intention is currently a subject of academic research. Consumers play a critical role in influencing the purchase intention of fellow consumers through interactions. However, the influence of organic consumer‐to‐consumer (C2C) interactions is under‐researched. Therefore, this study investigates the influence of C2C interactions on social commerce purchase intentions while considering the mediating effect of C2C trust and consumers' intimacy. It focuses on organic C2C interactions, independent of sellers' intervention and control. The study employed a dual‐method approach, that is, survey and experimental designs in Study 1 and Study 2, respectively. From the survey method, we identified possible correlations in the context and established causal effects from experimental design, resulting in robust findings and contributions. Findings from both designs reveal that C2C interactions significantly influence purchase intention. Moreover, C2C trust partially mediates this relationship, underscoring its essential role in enhancing consumer confidence in purchase intention. Conversely, consumers' intimacy does not mediate the relationship. The findings portray the importance of utilizing organic C2C interactions to boost business transactions in Social Commerce.