The Study On Social Commerce User Behavior Based On The Perceived Value

Web2.0 era pay more attention to user’s status and improve the customer’s shopping experience. Social commerce seem to meet this demand, and so although social e-commerce has only just started, but its huge development potential is for all to see. Social e-commerce achieves "win-win" in the true sense: Consumers become active participants in business processes, Social commerce pay more attention to the spread of information among users. Through social commerce, customers can better understand the products before you buy, and this approach is not only ads and image that the products published, but also through friends or other customers to know this product. The fact is that information of products and services from the latter brings far more understanding and trust of customers than advertising this site, and help more than advertising to consumers, and then they make a more informed and accurate purchasing decisions. So understanding and using social business users’ s buying behavior, forwarding, comments, suggestions, and other non-purchase behavior is the core competitiveness for social commerce web sites, and how to find the cause of generated antecedent of consumer behavior is now a primary goal of improving and promoting social commerce site.At present, the research on social commerce is not a lot of research, and the behavior of the user is rare and few of the social commerce. The article is from the perspective of the perceived value and make the new concepts definition of perceived value, customer satisfaction, buying behavior, behave after purchasing in social commerce environment. The article proposes hypothesis and gives verifying analysis that the perceived value of social commerce users’ satisfaction has a positive influence in social commerce purchasing behavior and buying behavior after buying. Social commerce customer satisfaction has the positive impact on social commerce user buying behavior and purchasing behavior. In this study, the perceived value is divided into four dimensions, namely emotional value, social value, functional value, and perceived value. Increasing the perceived value to enhance the user behavior, but also perceived value influences satisfaction to affect social commerce users purchase behavior and non-purchase behavior. Finding the purchase and after purchase behavior antecedents of social commerce users is finding the core values of the touch points. You can take advantage of user behavior to help companies promote their core philosophy and enhance the brand identity, create a corporate image. Social commerce business can be developed on antecedents that user behavior affects social commerce and make more successful business strategy to strengthen ties with consumers and promote consumer behavior, so that customers get more social and interactive shopping experience, and at the same time, it promotes earnings of social commerce corporate.