Pin strategy: time to test our friendship!

Purpose Online social shopping is used by hundreds of millions of people every day. However, knowledge regarding its effects on behaviour, such as how interpersonal intimacy relations (IIRs) influence Pin decisions in Pinduoduo, called Temu in overseas markets, is limited. This study uses the theoretical lens of social capital to identify the main factors affecting the Pin and explore its underlying mechanism. Design/methodology/approach This paper conducted 4 studies, and 941 participants were recruited via Questionnaire Star software, an online survey platform in China. The research hypotheses were tested using linear regression, mediation modelling, two-way ANOVA and one-way ANOVA. Findings In four studies, the authors demonstrated that people with high IIRs are more willing to participate in a Pin than those with low IIR. Within a certain price range, the impact of the discount is invalidated because people with high IIR are motivated to help others. Among people with high IIR, the willingness to help others is also influenced by the cost of helping. Originality/value Within a certain price range, social attributes stimulate non-rigid shopping needs. This study expands the previous research on IIRs and provides guidance and a reference for social network marketing companies.