Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce

Although research on flow experience has recently received much attention, few studies have been published on the perceived interpersonal interaction factors of consumers and their influence in social commerce. In addition, few studies have focused on the impact of interpersonal interaction factors on flow experience. Drawing on the stimulus-organism-response framework, this study examines the impact of interpersonal interaction factors (perceived expertise, similarity, and familiarity) on the formation of flow experience and its subsequent effects on purchase intention in the context of social commerce. We investigate whether the impact of the three interpersonal interaction factors on flow experience differs between young and old users. We conduct a survey and collect 349 responses from users of a social shopping site in China. Our results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention. We also find differences between young and old users in this area.