Research On The Impact Of Trust On Consumers' Purchasing Intention In Social Network Services

With the popularity of smart phones and other mobile communication devices,various social media platforms not only have attracted a large number of users to join in and make the users greatly rely on them,but also spawned new business models.The social network services have gradually integrated into people's lives,and their rich content and the relationship between resources in social network service changes plays an increasingly important role in people's social model and the decision mechanism;at the same time,the development of social commerce makes social network services employ business applications on its website or combine with electronic commerce website,which makes users' purchase decision are more and more greatly driven by social behavior.More and more enterprises try to publicize and promote their products or services with new and diversified social media platforms,in order to stimulate consumers' purchase intention and produce better marketing results.Undoubtedly,the focus of many enterprises nowadays is: how to choose a better marketing strategy according to the characteristics of the current social media,so as to win consumer trust and stimulate consumers' purchase intention.Unlike the real trading transactions,the social network transactions have no limit in space,and have more transaction ways and wider transaction areas: both sides of the transaction are not visible,the geographical span is large,and the trading behavior of both sides doesn't occur at the same time.Therefore,the consumer's trust in the party that provides the service in the social network transaction is far less than in the real trading transaction.In such virtual environment as the social network platform,both parties will exchange goods and money,and consumers need to completely expose their information,and to consider the confidentiality of the payment platform,so that consumers perceived risk of e-commerce transactions.Moreover,due to many factors,the two sides of trust are more and more complex,i.e.not only the transaction between the two sides,but also the social networking platform of the transaction has been included in the factors that affect the trust.Firstly,the specific content of user trust behavior in social network services is analyzed,and a classification framework is constructed.With Delphi method,two groups of experts are used to extract the specific trust behaviors of users in social network services,and classify them concisely,corresponding to different types of trust.Then,from the perspective of trust and the three characteristics of both platforms and social networks(including technology,value and experience of the social network platform),this paper mainly study the impact of trust on consumer purchase intention,constructs a theoretical model,analysis the data SPSS19.0,and verify the hypothesis of this study.The results showed that:(1)Establishing trust beliefs can significantly promote the consumer purchase intention.If the information publisher on the social network platform can show his/her trustworthy ability,consumers will have a strong belief,thereby promoting the purchase intention.Users of social networking sites tend to refer to and purchase goods and services of opinion leaders when choosing commodities,and the role of opinion leaders will become more prominent.Therefore,establishing trust beliefs can significantly promote the consumer purchase intention.(2)Establishing trust intentions can not significantly promote the consumers' purchase intention.This may be related to the number of registered members of the sample platform.Most of the sample data collected from the sample platform come from the social networking platform that people often contact,and users are very familiar with this type of social networking platform.It may also be because the research subjects of this study are mainly college students,who have strong reception ability,and the social network platform also has a strong intention to trust.(3)Establishing trust based on process can significantly promote the consumers' purchase intention.Consumers tend to be influenced by the experience gained by past repeated exchanges,such as the effect of reputation and some interaction,which may increase trust between the two parties.Consumers will be more willing to believe in businesses that have been trading with,so building a trust based on process can significantly improve the consumers' purchase intention.(4)Establishing trust based on institution can significantly promote the consumers' purchase intention.Trust based on institution usually needs the guarantee of the third party,such as some constraints by social networking platform on information publication to ensure its authenticity,such as having the force of law,contract,industry norms,professional qualifications and professional knowledge to gain consumers' trust and improve their purchase intentions.(5)Experience positively moderate trust belief and consumer purchase intention.The experience of social business refers to the characteristics of a consumer's experience feeling through the use of a social business platform.We can evaluate the experience perception characteristics of social commerce from three dimensions,including pleasure,diversity and sense of belonging,which are produced by consumers' social commerce platform.The experience of social business will bring pleasure,diversity and sense of belonging to consumers,and then affect the belief of consumers.(6)Experience has no significant moderating effect on the relationship between trust intention and consumer purchase intention.Excessive experience sometimes causes consumers to question the normalization of information publishers.Therefore,trust intention does not require the strong experience of social networking platform,so the moderating effect of experience is not significant.(7)Technology positively moderate trust on process and consumer purchase intention.The technology of social business refer to the perceived technical features produced by the technology used in social business.The social network platform should maintain a certain degree of technical characteristics,the largest benefit of which is to guarantee the safety and smooth of consumer transactions,so as to improve the consumers' trust and the consumers' purchase intention,as well as to promote the social network platforms' economic profit.(8)Technology positively moderate trust on institution and consumer purchase intention.Trust based on institution should be built with the professional technical support provided by social networking platform,so that we can ensure that the social networking platform can make some constraints for information publishers,therefore consumers can have trust in each other and improve their purchase intention.(9)Value negatively moderate trust on process and consumer purchase intention.Considering its own economic profit,the social network platform may reduce the trust while consumers are interacting with information publishers,and then affect consumers' behavioral intentions.(10)Value negatively moderate trust on institution and consumer purchase intention.If the social network platform pays too much attention to economic value,it may consider too much about the enterprise benefit in the formulation of relevant constraint rules and reduce the trust on institution,so that consumers feel unfair and give up buying.Finally,on the basis of verifying the influence of trust on consumers' purchasing intention,this paper examines users' intention to participate in social commerce by examining their recommendation process in social network services,receiving product information and shopping experience,and proposes social network level by designing a recommendation system based on trust perspective.Strategic suggestions to increase consumers' purchasing intention under the background of Taiwan characteristics will help enterprises to formulate better marketing strategies.A variety of business models triggered by social networking undoubtedly attracted the attention of many companies.This paper mainly study the relationship between social network characteristics,trust and consumer purchase intention,and hope the research can contribute to development of the social network,provide guidance for social network service operators to enhance the user level and to design social commerce components while implementing social business strategy.