The Influence Mechanism Of Mobile Social Interactions On Online Purchasing Intention

Consumers have already transitioned from quantity and quality consumption to perceptual consumption.The majority of them pursue products that can best represent their personality and value,and pay more attention to emotional experience.Therefore,mobile social marketing emerges at the right moment under this background.Effective mobile social interaction is a necessary condition for the development of social commerce,and mobile social marketing aims to effectively improve the conversion rate of "mobile social interaction--purchasing" which is also the direction of innovation and development of modern enterprises.However,as the research in the field of mobile social marketing is still in the preliminary exploration stage,there is a lack of comprehensive understanding of mobile social interactions and in-depth discussion of effective mobile social interactive strategies.Based on this,this paper aims to reveal the connotation,characteristics and components of social interactions in mobile social context,as well as its influence mechanism on online purchasing intention,in an attempt to provide theoretical basis and practical guidance for enterprises to better formulate and implement mobile social marketing strategies.On account of domestic background and the practical problems of social business,this paper is to objectively understand the mobile social interactive behaviors,the relationship and mutual effects between the mobile social platform users by utilizing information technology to study mobile social marketing,as well as integrating the theories of sociology,psychology and management,and applying the methods of data mining,mathematical statistics and social network analysis.The paper also explores the influence mechanism of mobile social interactions on online purchasing intention with mobile social initial trust as an intermediary,and the moderating mechanism of internal and external attributes on mobile social interaction affecting online shopping intention respectively.First and foremost,information technology is employed to capture the data of Sina Weibo with strong and weak relations between users,and the mobile data of networks of "food","beauty makeup" and "fashion" have been obtained covering all possible social behaviors between two users.This paper constructs the structure model of mobile social network,and analyzes the behaviors and the characteristics of mobile social interactions from dimensions of relationship interaction and information interaction on the basis of characteristics of network structure and mobile social interactions.The connotations of the two dimensions of mobile social interaction are defined,and four components of mobile social interactions,such as the intensity of social relations,the sphere of social influence,the information value and the control of information transmission,are extracted based on these two dimensions.Then the algorithm of credibility assessment is developed with these four components.By comparing the influence and function of mobile social interactions on initial credibility from the single-factor perspective and multi-factor perspective,it show that it is reasonable and accurate to interpret mobile social interaction based on the intensity of social relations,the sphere of social influence,the information value and the control of information transmission.Secondly,the analytical results of behaviors,characteristics and factors of mobile social interaction are utilized to investigate the effects of mobile social interactions on initial trust and the influence mechanism on online purchasing intention,on the basis of systematic analysis and generalization of related literatures in areas of psychology,behavioral science and sociology,as well as the theories and models of mobile social interactions,initial trust,online purchasing intention.Then,the influence mechanism model is established with mobile social initial trust as an intermediary.Thirdly,all variables involved in the model of mobile social interactions affecting online purchasing intention,including the independent variables,dependent variables,mediating variables and moderating variables are quantified and the measurement questions are formed based on the existing theories and models.The paper quantifies mobile social interactions from four dimensions,such as the intensity of social relations,the sphere of social influence,the information value and the control of information transmission.The mobile social initial trust is measured from dimensions of integrity,benevolence and competence.Questions are formed to quantify and measure the dependent variable,online purchasing intention.Moreover,personal attributes,network attributes,product attributes and other external attributes are quantified and measured.All measures are derived from existing literature in order to improve content validity.Based on the quantification and measurement of each variable,a questionnaire is designed and a formal survey scale is generated.Fourthly,the paper makes an empirical test on the model of mobile social interactions affecting online purchasing intention.The online consumers aged 18~50 in mobile social platforms are selected as survey objects.The empirical analysis has been conducted on the survey data.The formal scale is tested by exploratory factor analysis,reliability and validity analysis,and then the hypotheses are tested by structural equation.The results show that the four dimensions of mobile social interactions,the intensity of social relations,the sphere of social influence,the information value and the control of information transmission not only have a direct positive impact on the mobile social initial trust,but also have direct positive effects on online purchasing intention with mobile social initial trust as an intermediary.In addition,among the three control variables,income has a significant positive impact on online purchasing intention,while age and gender have no significant impact on it.Finally,the moderating mechanism of mobile social interaction on online shopping intention has been studied.The first thing to empirically verify the moderating mechanism of internal and external factors on the relationship of mobile social interactions and online purchasing intention,with individual attributes,like online shopping experience,online shopping attitude and the network involving,network attributes,such as ease of use and usefulness of network,and product attributes,like product price,brand awareness and product types,and other external attributes including service quality,logistics as well as transaction security.Then,based on the system characteristics of diversified mobile social platforms,such as instant messaging,microblog and content community,together with the demographic characteristics such as gender,age and income,this paper analyzes the specific role of mobile social interactions on online shopping intention under the cross-effect of internal and external attributes.In the process of mobile social interactions influencing online shopping intention,from the perspective of gender,it is found that male users and female users have different contents,ways and concerns for mobile social interaction among the three platforms.From the perspective of age,in the same platform,mobile social interactions have different effects on users of different age groups,and also on users of different mobile social platforms of the same age group.From the perspective of income,the mainstream consumer groups and consumption characteristics of different platforms are quite different,thus social business enterprises need to develop mobile social marketing strategies based on system characteristics and individual characteristics.The paper has 49 figures,25 tables and 329 references.