Emprical Research On Consumer Adoption Of Social Commerce

Traditional recreation pattern of social network sites will be gradually replaced by business model, development of e-commerce and social network sites is the trend of the future. Social commerce surveys show that more than eighty percent of users willing to share purchase information with friends. Social commerce has a very broad market prospects, but the domestic empirical research of consumer adoption is still rare, especially the study of factors affecting user behavior.This study chooses social commerce and discusses the factors affecting consumer adoption through empirical methods, from the perspective of relationship. We build the theoretical model based on TAM theory and D&M theory to explore how social support web quality and relationship quality affect the user’s intention in social commerce. Then verify the hypotheses through the analysis of369samples.The results indicate that the factors play a critical role. Social support and web site quality positively influence the consumer adoption. These effects are found to be mediated by the quality of the relationship and perceived usefulness. And perceived ease of use also plays a mediated role between web site quality and consumer adoption. Main innovation of this study is the research field and view of research. We put forward suggestions for the future development of social commerce.