A Study on the Influence of Strength of Social Ties and Product Engagement Level on Purchase Intention: The Mediating Role of Perceived Risk

This study is based on the S-O-R model as well as the theory of planned behaviour to construct a complex transmission mechanism of consumers' willingness to choose to buy agricultural products online with the strength of social relationship HO product involvement as the antecedent variable and perceived risk as the mediator variable. This study used convenience sampling method to distribute questionnaires to consumers, and a total of 270 questionnaires were returned, of which 190 were valid questionnaires. The results show that: social relationship strength and product involvement positively affect perceived risk; social relationship strength and product involvement and perceived risk positively affect purchase intention; and perceived risk plays a mediating role in the relationship between social relationship strength and product involvement and purchase intention.