The Impact of Information Recommendation Services on Online Purchase Intention: A SOR Model Perspective within the Context of Chinese Face Culture

This study investigates the influence of information recommendation services on consumers' online shopping intentions within the context of Chinese cultural values. Utilising the Stimulus-Organism-Response (SOR) theoretical model, the research explores how factors such as information arrangement, visual attraction, information reliability, degree of personalization, and face consciousness satisfaction affect consumers' emotional responses – namely perceived pleasure and perceived arousal – and, in turn, influence their purchasing intentions. Empirical evidence from 208 valid responses was collected and analysed using structural equation modelling and bootstrapping techniques to test the proposed hypotheses. The findings reveal that information reliability, personalization, and face consciousness significantly impact consumers' emotional states, while perceived arousal plays a vital mediating role in translating these emotional responses into actual shopping intentions. this study provides actionable insights for e-commerce platforms seeking to optimise personalised recommendation strategies, enhance user experience, and align marketing practices with cultural nuances in China.