摘要：Online social media marketing has become a mainstream marketing approach, with huge and rising sales volume. Drawing on the pleasure-arousal-dominance model and flow theory, this study empirically investigates the relationships among perceived value, flow experience, emotional pleasure, and purchase intention by using a questionnaire survey of 257 consumers of Tiktok subordinating to online social media marketing in China. The results indicate that hedonic value and utilitarian value are positively associated with consumer purchase intention, respectively. Emotional pleasure mediates the relationship between perceived value and purchase intention, while flow experience positively moderates the relationships between hedonic value and emotional pleasure and between emotional pleasure and purchase intention. This study extends the online social media marketing literature related to consumer purchase intention. The results provide implications for future research and for operators and marketers.
关键词:Flow experience; Online social media; Online social media marketing; Pleasure-arousal-dominance model; Purchase intention
【本文通讯作者为四川大学公共管理学院研究员、博士生导师。研究方向为科技创新与绿色治理；公共政策与智能治理等。】
