How to make efficient purchase decisions? Proposing a model for consumer efficiency on social media

Social media platforms have been major channels for consumers to search for product-related information, compare market prices, and consult other experienced buyers. Particularly, social media influencers play a crucial role in consumers' decision-making process. Scholars have confirmed that information-seeking behavior enhances the efficiency of decision-making. However, a fundamental question arises about what other variables influence the relationship between information-seeking behavior and consumer efficiency. By combining the theory of consumer shopping productivity and para-social interaction, this study proposed a model that explains how information-seeking behavior enhances consumer efficiency through social media influencers and consumer knowledge. The study further extends the theory of consumer shopping productivity to a social commerce setting. This study used representative data from a national survey through face-to-face interviews in Taiwan. The results identified consumer knowledge as the strongest variable in the consumer decision-making process. Furthermore, social media influencer exposure moderately helps consumers to make efficient decisions. Finally, consumer knowledge moderates the relationship between information-seeking behavior and perceived consumer efficiency.