The Information Diffusion Mechanism Of E-WOM In Social Commerce

Recently, there comes to a new platform, the social commerce, emerged by social media and e-commerce, accelerated by the rapid development of social network. Social commerce promotes the social process of e-commerce and offers a totally new form for companies. Social commerce is a trend of platform in their development, not just being a production created by integration of social media and e-commerce. Since the Internet groups have social behavior, it is positive that pattern has impact on consumers’ behavior which complying the development of social. Moreover, e-WOM is important to factors determined the consumers’ decision behavior.This paper focuses on the diffusion of e-WOM in different patterns especially in social commerce which based on diffusion of innovation theory and adopting social networks analysis(SNA). This paper is to analyze the ways of diffusion and factors in diffusion and the relationship among them. Compared to different diffusion model and index, this paper discusses the preponderance and disadvantages. Otherwise, the results expand the new application area of diffusion of innovation theory and offer a new method to measure platform’s ability in the Internet. This method not discusses the factors effected the spread of e-WOM integrating social networks theory, communication, social computing from macro view, but analyzes the features and behavior patterns of diffusion factors combining social behavior., compensating for the shortage of e-WOM research, offering a new ways to do such research.