Empirical Study On Factors Influencing Attitude Of Consumers Shopping On Social Networking Sites

E-commerce will be the development trend of China's social networking sites by attending and tracking Social networking sites at home and abroad. Based on technology acceptance model, theory of brand extension, Motivational Model, Flow Theory, Task-technology fit, the innovation diffusion theory, Trust theory and Attitude, the entry point for research is product type, that is to say, the product is divided into two kinds of physical products and virtual products, the model of factors influencing attitude of shopping on social networking site was developed in the paper. Then we analyze the attitude factors affecting the purchase of tangible products and virtual products through social networking sites by consumers respectively.The research model was tested with the 379 survey data using structural equation modeling, shopping attitude factors were compared for different product types and analyzed the different effects caused by different reasons for product types.The results show that the factors of perceived fit and trust have significant influence on attitudes of shopping on social networking sites, and the factors of perceived ease of use, perceived usefulness, perceived enjoyment have no direct impact. However, perceived usefulness of the shopping environment, matching perception, perception fun shopping in the social networking site, impact the attitude of purchasing virtual items directly; trust and perceived ease of use on the use of social networking sites do not directly affect the attitude of the purchase of virtual items. Lastly, we put forward countermeasures and suggestions about how Social networking sites to carry out the e-commerce and propose the future prospects and summarize limitations of this article.