Research On A New Profit Model Based On Social Networking Site Transactions Interaction Mechanisms

According to the latest global websites ranking announced by Google, somecommunicative websites including Facebook rank the top10. Tecent and Sina Weiboisrunning very well in China. Obviously, communicative websites have become the importantinformation carrier and the main communication tool in the present internet age.Social network sites get the favor of electronic business because of the large number ofuser groups. Combining electronic business with social network sites is not only themainstream at present but also a new model which enterprises are seeking. But socialelectronic business doesn’t mean simply combining electronic business with communicativewebsites, or just adding product link to the social network sites. This practice has been provedto be failure. In the past few years, doing electronic business in the main social network siteshasn’t got the expected result. Both the virtual online gift shop in Facebook and Renrenaigou,the shopping platform of electronic business in Renren, wound up hastily due to theunsatisfactory operation or not agreeing with the orientation of the original websites. In thiscase, some people hold the pessimistic view that the input-output ratio of the trade in socialnetwork sites is not high and this business has no prospect.The thesis aims to find out the factors affecting consumers’ purchase intention in socialnetwork sites and analyze why the original electronic business in the communicative websiteshasn’t got the expected result. The thesis first introduces TAM and Transaction Cost Theory,combining with the interaction characteristic of social network sites, explores the relatedliterature, the important part of which is the inductive and deductive. Then it puts forwardhypothesis and tries to find out the factors affecting the trade in social network sites and sets amodel judging the affecting factors. The research object is the college students who havedone online shopping in social network sites. The paper uses questionnaire survey andempirical analysis with SPSS17.0, including the test of the reliability and validity of thequestionnaire, regression analysis, the test of hypothesis and structural equation model.Through analysis, the thesis finds out what factors greatly affect the trade in social networksites, draws a conclusion from the empirical analysis and innovates the trade profit model in the existing social network sites, so as to provide reference frame for the enterprises who dobusiness in social network sites.