| With the continuous development of e-commerce technology,more and more netizens begin to use the Internet to buy goods and services.The 38th "China Internet Development Statistics Report",published by China Internet Network Information Center(CNNIC),showed that,by June 2016,the scale of Internet users in China had reached 710 million.The size of mobile phone users had reached 656 million,an increase of more than 36.56 million over the end of 2015,and Internet users through mobile phone had reached 173 million,accounted for 24.5%of the overall size of Internet users.The popularity of the Internet and the rapid development of mobile Internet,while promoting the rapid development of e-commerce platform,exacerbates competitions between e-commerce platform enterprises at the same time.Thus the quality of e-commerce platform plays a decisive role in increasing the conversion rate of turning user traffic into user purchases in this highly competitive environment.The continuous development of web3.0 technology had promoted the continuous prosperity of social media.It created a new development mode of "Social Media Plus E-commerce",as well as provided a new direction for E-commerce development.In 2011,as the representative of the socialization of e-commerce platform,Pinterest set off a new electronic business development frenzy.Subsequently,the domestic market also emerged some representational social e-commerce platforms like Meilishuo,Mogujie and Xiaohongshu.According to Yibang research in 2015,purchase conversion rate of Xiaohongshu was about 8-10%.IResearch Annual Conference data also showed that,in 2013,the purchase conversion rate of Mogujie stood at 7-8%.While the average purchase conversion rate for general e-commerce platform was relatively low.Thus,compared with the traditional e-commerce platform,social e-commerce platform had an unparalleled advantage in turning user awareness into purchase behavior.Therefore,It was necessary to deeply study the influence of the socialized electronic business platform on user behavior intention.On the basis of the experience of the scholars,this paper,firstly,combed and analyzed the domestic and foreign relevant literature,and combining with the characteristics of the social electricity supplier,defined the dimension of platform quality from the perspective of customer perception.This study mainly focused on the following four aspects:the system quality of platform,information quality,service quality and interactive quality.Besides,based on self-regulation theory,this research constructed a framework of "Perceived Platform Quality-Customer Relationship Satisfaction(Trust)-Behavioral Intention",and on the basis of rational behavior theory,customer involvement is added as a regulated variable between relationship quality and customer behavioral intention to study the influence mechanism of platform quality on customers' purchase behavior and word-of-mouth propaganda behavior.In the end,we chose users from fast-growing and typical socialized electronic commerce platforms like Xiaohongshu and Mogujie as the object of this study.Based on the data obtained from the questionnaire,SPSS20.0 was used to validate the hypotheses of this study by conducting regression analysis.It could be seen from the research results that platform quality of the platform could affect the customer's repurchase tendency and self-advocacy of word of mouth publicity through Relationship quality.Customer involvement positively regulates the relationship between quality and customer behavioral intention.Therefore,e-commerce platform enterprises should pay more attention to the construction and maintenance on system quality,information quality and service quality and make full use of social media.Improve the quality of relationships and promote sound development of shopping platform through interaction with consumers. |
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