When Credibility Meets the Algorithm: How Trust and Algorithm Awareness Shape Influencer Effectiveness in Chinese Social Commerce

Abstract

Social commerce has transformed online shopping by integrating influencer-driven content with platform-based interactions. Drawing on source credibility theory, this study investigates how influencer credibility affects consumers’ purchase intention in Chinese social commerce. We further examine the mediating role of trust and the moderating role of consumer algorithm awareness. Data were collected through an online survey across multiple regions in China, yielding 244 valid responses. Using SPSS, reliability, validity, regression, mediation, and moderation analyses were conducted. The results indicate that influencer credibility positively influences purchase intention both directly and indirectly through trust. Trust was found to be a key psychological mechanism driving influencer effectiveness. Importantly, algorithm awareness negatively moderates the relationship between influencer credibility and purchase intention. Higher algorithm awareness weakens the persuasive impact of influencer credibility. These findings highlight the growing importance of platform-level cognition in shaping influencer marketing outcomes.