This　paper　proposes　a　study　on　the　impact　of　social　e-commerce　fashion　products　on　continuous　purchase　intention,　and　explores　the　relationship　between　social　media　interactivity,　perceived　value,　immersion　experience　and　continuous　purchase　intention.　By　constructing　a　SOR　conceptual　model,　850　Chinese　subjects　were　invited　to　participate　in　the　questionnaire　survey,　and　the　data　of　776　valid　questionnaires　were　analyzed.　The　results　show　that　social　media　interactivity　has　a　significant　impact　on　perceived　value,　immersion　experience　and　continuous　purchase,　perceived　value　has　a　significant　positive　impact　on　immersive　experience　and　continuous　purchase　intention,　and　immersive　experience　has　a　significant　positive　impact　on　continuous　purchase　intention.　Perceived　value　and　immersive　experience　play　a　mediating　role　in　the　relationship　between　social　media　interactivity　and　continuous　purchase　intention.　The　gender　and　education　differences　test　of　the　variables　were　statistically　significant.　This　research　has　certain　theoretical　value　and　practical　guidance　for　the　marketing　of　social　e-commerce　fashion　products　and　the　design　and　development　of　social　e-commerce　platform.