PDF(Pubmed)
Abstract：
Young generations, especially students, are increasingly turning their attention to e-purchasing apps. However, little has been investigated regarding students\' tendencies during market turbulence or a pandemic situation such as COVID-19. To address this knowledge gap, this study develops a model from the perspective of e-purchase intention for university students during the COVID-19 pandemic based on one of the most famous social network sites (SNSs), WeChat, in China. The model is tested using survey data from 608 students studying in China. The results indicate that WeChat, as a popular and commonly used social media, affects users in their e-purchase intention during the COVID-19 pandemic in China through information shared by various users. Further, the effect of trust moderates the relationship between market turbulence and e-purchase intention among university students in China. Despite some limitations, such as survey data collected from students only in a single country, the study contributes to theory and practice by shedding light on SNS-based e-purchase intention among students in China during market turbulence. Theoretical contributions and managerial implications gleaned from this study and its empirical results are discussed.
摘要：
年轻一代,尤其是学生,越来越多地将注意力转向电子采购应用程序。然而,关于学生在市场动荡或COVID-19等大流行情况下的倾向的调查很少。为了解决这个知识差距，这项研究基于最著名的社交网站（SNS）之一，从COVID-19大流行期间大学生的电子购买意愿的角度建立了一个模型，微信,在中国。使用608名在中国学习的学生的调查数据对模型进行了检验。结果表明,微信,作为一种流行和常用的社交媒体，在中国COVID-19大流行期间，通过各种用户共享的信息影响用户的电子购买意愿。Further,信任效应调节了中国大学生市场动荡与电子购买意愿之间的关系。尽管有一些限制,例如仅从一个国家的学生那里收集的调查数据，该研究通过揭示市场动荡期间中国学生基于SNS的电子购买意愿，为理论和实践做出了贡献。讨论了从这项研究中收集到的理论贡献和管理意义及其实证结果。
