Factors influencing purchase intention on social media: a study from the perspective of undergraduate students in Beijing

In the current digital era, consumer behavior on social media has become a key topic of research. An increasing number of scholars have found that consumers purchase intention in social media environments is influenced by multiple factors; however, more specific studies on young consumer groups with high consumption potential and distinctive consumption concepts remain insufficient. Therefore, this study focuses on the factors influencing the purchase intention of undergraduate students in Beijing with respect to social media. Using questionnaire surveys and online comment data, and applying sentiment analysis and correlation analysis, this study investigates the factors affecting the purchase intention of the undergraduate cohort in Beijing within social media contexts. The findings indicate that social media addiction influences purchase intention with mental health level as a mediating variable. In addition, the commenting environment on social media exerts a positive effect on purchase intention. These insights can help enterprises achieve precise targeting and content delivery. Enterprises may design interactive marketing activities on social media and build brand social communities, making effective use of users reliance on social media to provide communication platforms and cultivate a favorable social media environment, thereby promoting purchase behavior. Meanwhile, in terms of guidance for consumers themselves, the conclusions of this study can remind society and schools to actively carry out mental health courses and education on consumption concepts, thereby fostering a positive consumer culture and sound consumption values within the target group.