Analysis On The Influence Of Purchasing Decisions And The Trust Factor In Social E-commerce

With the rapid development of e-commerce, online clothing shopping becomesfurther upgrade from traditional e-commerce search style to autonomous sociale-commerce personalized recommendations style. Not only optimize the purchaseprocess, but also improve the efficiency of online shopping. To explore what trustfactors affect consumers’ purchasing decisions in social e-commerce, and promote therapid development of social e-commerce，In this study,"beautiful says", a sociale-commerce platform, is the object. Firstly through literature research and interview,summarize the factors affecting online shopping trust; then accrod to the formerresearch to identify the factors measurement scale, design questionnaires, conductempirical research; Finally, analysis the questionnaire data, obtain the conclusions andrecommendations.The main conclusions of this study are:(1) Safeguard Mechanism, Website Image, Trust Prospensity influence theselection of the information of purchase decisions.(2) Tie strength, Sharer’s Expertise, Safeguard Mechanism, Website Image,Customer Service, Information Quality influence buying behavior of purchasedecisions.(3) Compare to a master’s degree, respondents of college degree prefer to buyclothing online.