Co-Creating Experience Value Of Social Commerce And The Analysis On Influence Factors

With the rapid development of social media and e-commerce, social commerce is getting popular when combined with the features of e-commerce and SNS. Social commerce can cater for the marketing needs of merchants. Users can share or recommend the product information through the platform, which will lead to other users’ purchasing. The value of social commerce is created by users and enterprises, and the users play an important role in this process. How social commerce meet the need of users’ experience, achieve the goal of creating value with users, will be the focus of future research of social commerce. In recent years, academia and industry have carried on a lot of research and practice to the social commerce, experience value, the theory of co-creating value. However, in the context of social business, it is still insufficient to reveal the influence mechanism of users’ participation in co-creating experience value from users’ perspective.Based on the theory of co-creating value, this article analyzes the process of social commerce’s co-creating experience value, studies the influencing factors of users’ participation in social commerce co-creating experience value, and raises recommendations for those social commerce enterprises according to this background. First, on the basis of theoretical research on social commerce, value theory and so on, we raise the basic pattern of co-creating experience value for social commerce. Based on the analysis of product information sharing in social commerce, we define the concept of co-creating experience value for social commerce, and divide the process of co-creating value according to time phase and interaction, analyze the interactive features and content of different phases. After that, we analyzes the benefits that bring to users and enterprises when both of them proceeding co-creating value for social commerce.Then, in the context of the exploration to co-creating experience value for social commerce, theoretical model of co-creating experience value for social commerce is constructed. This model considers website quality, motivation mechanism, reciprocity, altruism as antecedents, users’ participation as process, and value of users’ experience as outcome, analyzes the relationships among them and put forward hypotheses. SPSS and Amos are adopted to proceed empirical study on the model, and it turns out that website quality, reciprocity and altruism are positively correlated to users’ co-creating behavior, while motivation mechanism has no relation to that. Users’ co-creating behavior and experience value are positively correlated.Finally, the research conclusion is summarized and analyzed, we put forward suggestions for social commerce platforms through improving website quality, promoting reciprocal behavior and altruistic behavior, improved motivation mechanism and other aspects, limitations and future research of this study are also discussed.