The Impact Of Users’ Participation On Word-of-Mouth On Social Commerce Sites

The Social Commerce is a new derivative model of e-commerce. With the route of transmission of social media such as social networking sites, the Social Commerce has assisted the purchase and sale of goods by means of social interaction. A variety of social e-commerce sites had developed rapidly in2011. The purpose of this social commerce site is not only to have a direct transaction, but also train the users to promote "word of mouth" of commodity, resulting in an intermediary transaction. Therefore, word of mouth of products has become an important aspect of social commerce, and the main source of profits of this type of sites.As a new thing, word of mouth of products in social commerce network has not been researched yet. This article will focus on this gap, and use empirical research method to explore the influence of participation of the user’s behavior on product reputation under the particular context of social commerce sites.On the basis of review of related literature, and user involvement in social commerce website as the main object of study, this article creates a conceptual model to explain the impact of such websites on word of mouth spread of products, in order to discover the importance of active participation behavior, as well as provide guidance on how to expand the range of influence of product reputation.In order to validate the model, we have chosen "Beautiful" website as research examples. We collected information of297users, including their fans, concerns, sharing, products reputation and its distribution, etc., at April11, and April25in2012. Use the two-week data as the study sample, we analyze the data according to the mathematical model. The final analysis results support the assumption that the text. In the social e-commerce site, the user’s interpersonal and information-sharing behavior do have a significant positive impact on number of the product’s reputation, and the discrete rate of the product word of mouth. If the interpersonal skills of the users are strong, and product release behavior is active, products released by the user will be more frequent mass communication, and easier to spread to different groups, to expand its influence.