Research On The Impact Of User Recommendation On Purchase Intention Of Consumers From Meilishuo

In recent years,there is a rapid rise around cybereconomy,with e-commerce developed greatly.But a rapidly changing market requires the development of the e-commerce to adapt the market environment.Therefore,social commerce arises at the historic moment.The biggest feature of the social commerce is that it can manage business information by "relationship",namely maximizing the relationship of the people to create,share,exchange and information related to the goods.Which is similar to word of mouth information,that has great impact on the consumer purchase intention.The essence of user recommendation is the recommendation of "relationship" information,the closeness and distantance of the “relationship” can give intuitive impression of the hen to consumers,directly or indirectly effect on purchase intention.Therefore,the influence on purchase intention of understanding the the user recommendation has great significance to process enterprise marketing strategy choice,especially on the choice of word of mouth marketing.This study reviewed the relevant social commerce,perceived value,information theory,user recommend related literature,and summarized the factors which is applicable to the study of affecting user recommendation.This research mainly analyze the influence factors of user recommendation from three angles :message originators(professional,the strength of relationships,isophil quality),the information itself(visual clues,the amount of information,the quality of information),the information receiver(Trust Intention).The research object of this study is the users of meilishuo.com.Therefore,this study regarded themeilishuo.com as sample,and it conducted the investigation through online questionnaire.We analyzed the data collected by questionnaire by using SPSS19.0 and AMOS.First of all,the data is analyzed through descriptive statistics.Then we analyzed the eliability and validity to verify the reliability and validity between the factors of the model.Later we conduct related analysis and judge the close degree of relation between variables.At last,we reveal the causal relationship between variables through structural equation model.We get the conclusion through the empirical method as follows: factors,namely professional ability,the strength of relationships,isophil quality,camp,information quantity,information quality,trust tendencies,they all have direct positive effect to trust.In addition to the properties of circular and information quantity which have no significant influence on perceived value,other variables all have positive effect directly to perceived value.Trust has positive influence on perceived value relations.The first top three factors are trust,perceived value and professional ability that have influence on purchase intention.At last,based on the results of empirical research,the research put forward some practical suggestions from the perspective of beautiful sites and social e-commerce sites.