Research On The Users’ Trust Behavior And Affecting Factors Of A Third-party Social E-commerce

In recent years, e-commerce is developing with the development and popularity of the Internet Web2.0services. Social e-commerce is a new kind of e-commerce, with social media as supplement. With the rapid development of social media, social e-commerce has become more popular.The study of user behavior has always been the focus point of studies home and abroad. And the study of social e-commerce now is in primary phase home and abroad. So this study try to show the users’trust behaviors and its influencing factors of the third-party social e-commerce platform from psychological and behavioral standpoint, based on the theories and methods of social psychology, marketing and management science.On the basis of summary and analysis, the author explains the concept and type of social e-commerce, analyzes the characteristics of third-party social e-commerce, and defines the users’trust behavior of a third-party social e-commerce. Finally, the author establishes the users’trust model and the continuing using model of third-party social e-commerce platform.In this study, the author take a survey on277" http://www.duitang.com/" users, use the statistical analysis software SPSS and the "SEM" software smartPLS to analyze204valid samples. The results verify the rationality assumption of the model, obtain the following conclusions:(1) perceived reputation of others and trust propensity positively affect ability-based trust of others and benevolence/integrity-based trust of others, while perceived reputation of service providers, familiarity with service providers and trust propensity positively affect trust of service providers. In addition, trust of others will affect users’willing to obtain information, and trust of service providers will have effect on users’willing to share information on the third-party social e-commerce platform.(2) Satisfaction plays an important role in users’willing to use the third-party social e-commerce platform continuously. Furthermore, in the four dimensions of experiential value, apart from the user’s ROI value, the rest three have present a different degrees of positive correlation towards user’s satisfactory.(3) User’s satisfaction is the most important predictive index on user’s continuous using of third-party social e-commerce platform, followed by user’s flow. The three dimensions of interaction have a different impact on user’s satisfaction and user’s flow of the third-party social e-commerce platform. While user feedbacks are proved to have no impact on user’s flow.