The Influencing Mechanism Of Mobile Social Networking On Consumers’ Decision-making

Mobile Social Networking is developing rapidly in recent years.The usage of WeChat has reached to 65% and 21.5% of the users have the experience of using WeChat payment. If we can make use of the mobile social networking, it will be possible to make the whole social networking group purchasing eventually. Therefore, this study attempts to explore the influencing mechanism of mobile social networking on consumers’ decision-making.Firstly, this paper takes a point that both perceived risk and trust will infulence consumers’ decision-making after reviewing relevant literature of consumers’ decision-making. Secondly, this paper takes a point that more realistic social relations and greater interaction among mobile social groups will make it easier for consumers to be influenced by their surrounding reference group. Therefore, this paper puts forward a model that mobile social networking infulence consumers’ decision-making upon the basis of perceived risk theory and trust theory. This study makes reliability analysis, validity analysis, factor analysis and correlation analysis with SPSS19.0 upon collected questionnaires and shows that normative influence dimension of reference group will have an impact on both consumers’ purchase intention and perceived risk. But informational influence dimension of reference group will affect perceived risk only. Mutual dimension of interaction will influence consumers’ decision-making through perceived risk while two-way dimension of interaction will influence consumers’ decision-making through trust.This paper puts forward a model that mobile social networking infulence consumers’ decision-making after reviewing the characteristics of mobile social networking and traditional online decision-making theory. It will enrich the applicability of consumers’ decision-making theory on mobile social field.