An Empirical Study on User Continuous Purchase Intention of Social E-commerce Platforms: A Case Study of Pinduoduo

This study reviews the relevant research on the continuous purchase intention of users on social e-commerce platforms, taking Pingduoduo as an example. The study uses the SOR (Stimulus-Organism-Response) model to consider the social platform atmosphere and user perceptions that influencing continuous purchase intentions. A theoretical model of user continuous purchase intention on the Pinduoduo platform was constructed. The mode and hypotheses were tested through questionnaire surveys and empirical analysis. Data analysis was conducted using SPSS 26 and AMOS 24 software, leading to the following conclusions: [1]. The interactive atmosphere on Pinduoduo significantly positively affects users' perceived entertainment, and the supportive atmosphere affects both users' perceived trust and entertainment. [2]. Users' perceived entertainment positively affects perceived trust, and perceived trust and entertainment significantly influence continuous purchase intention. [3]. Perceived trust among users partially mediates between Pinduoduo's interactive atmosphere and continuous purchase intention, as well as between the supportive atmosphere and continuous purchase intention. The study ends with a discussion of the limitations of the research and the managerial implications derived from the findings.