Table 1 Scale design

Perceived expertise

A10_1

Some users in WeChat’s Moments are very knowledgeable about many brands or products

Liu et al. [6]

A10_2

Some users in WeChat’s Moments are experts on many brands or products

A10_3

Some users in WeChat’s Moments are highly experienced in consuming the products

A10_4

Compared to other similar social media, WeChat has a lot of information and knowledge about brands or products

Perceived similarity

A11_1

With regard to the styles in brands or products, I am similar to some users in WeChat’s Moments

Liu et al. [6]

A11_2

With regard to the tastes in brands or products, I am similar to some users in WeChat’s Moments

A11_3

With regard to my likes and dislikes about brands or products, I am similar to users in WeChat’s Moments

A11_4

With regard to preferences in brands or products, I am similar to users in WeChat’s Moments

Perceived familiarity

A12_1

Users in WeChat’s Moments are as familiar to me as good friends

Liu et al. [6]

A12_2

I maintain close contacts with users on the WeChat Moments

A12_3

I have frequent interactions with other users on the WeChat Moments through commenting or replying behaviors

A12_4

I often communicate with users in the WeChat Moments

Informational influence

A13_1

If I have little experience with a product, I usually ask usersin the WeChat Moments about the product

Bearden et al. [32]; Shen et al. [15]

A13_2

I often consult other users on the WeChat Moments to help choose the best products

A13_3

In order to purchase the right product, I usually observe what other usersof the WeChat Moments are buying and using

A13_4

I often collect information from users in the WeChat Moments about a product before I buy it

Normative influence

A14_1

It is very important to me whether the users in the WeChat Moments like the products and brands I buy

Bearden et al. [32]; Shen et al. [15]

A14_3

I achieve a sense of belonging by purchasing the same products or brands that other users of the WeChat Moments purchase

A14_4

I hope that my friends on the WeChat Moments will like the products I purchase online

Purchase intention

A15_1

I obtained product information from the WeChat Moments and have purchased the product

Bai et al. [33]

A15_2

I obtained product information from the WeChat Moments and immediately purchased the product

A15_3

I obtained product information from WeChat Moment and might purchase the product in the future