Research On The Influencing Factors Of Consumers' Initial Trust In Socialized E-commerce

With the Internet infrastructure and related laws and regulations gradually improved,China's Internet industry has entered a stage of rapid development.In the Internet industry,the development of social media is especially rapid.The mixed social model,which is represented by We Chat,and the mixed-social model represented by microblogging has become the commercial model of capital market.On the other hand,the development of e-commerce is more mature,the domestic Taobao and Jingdong is also in a stage of rapid development,the e-commerce platform to continue to seek new profit growth point,this process to promote e-commerce technology and business model constantly updated.And continue to explore among the social media and e-commerce sign the formation of social e-commerce has become a common business highlights of the two.Social media in the development of e-commerce into the fresh blood,while online shopping has become a social media,another way of profit.At present,the socialization of e-commerce in the country is still in the new stage,the enterprises are still in the initial exploration,compared with the traditional e-commerce,social e-commerce also faced with how to establish the initial trust of users,but also because of the integration of social media characteristics,Leading to the impact of social e-commerce initial trust factors become more complex.Through the study of influencing factors of the initial trust of socialized e-commerce consumers,this study explores the mechanism of influencing factors on the initial trust of consumers under the socialized e-commerce environment.The discussion model of the classification helps the enterprise to use the relevant recommendations on the initial trust,and thus improve the performance and obtain the actual economic benefits.This paper introduces the theoretical and practical social factors into the model to determine the initial trust model of consumers under the social e-commerce environment used in this study.Through the questionnaire survey,consumers who participated in socialized e-commerce activities were selected as the research object,and the effective samples of 255 consumers were analyzed by SPSS software statistical analysis function.The results of this study validate the hypothesis proposed in this study and support the hypothesis model,and finally get the following conclusions:(1)This study validates the mediating role of perceived usefulness between socialized e-commerce transaction experience and initial trust.Social e-commerce transaction experience has a significant impact on the initial trust,social e-commerce in the recommendation of the merchandise friends have a transaction experience directly affect the consumer's initial trust in the goods or services.The study also found that the recommendation of the product of friends of the socialization of e-commerce trading experience also has a significant impact on the perceived usefulness of consumers,the relevant shopping experience of friends recommended for consumers to make a choice to buy a certain reference value,The experience of socialized e-commerce transactions has a positive direct impact not only on initial trust,but also by influencing consumers' perceived usefulness and influencing initial trust.(2)This study validates the mediating role of trust bias between social network membership and initial trust.Social network membership has a significant impact on initial trust,and the relationship between friends and consumers who recommend the goods or services in social e-commerce.Intimacy and daily interaction affect consumers' initial trust in the goods or services.The social network membership of friends who recommend the goods or services also has a significant impact on the consumer's tendency to trust,the consumer is more inclined to trust the relationship is more intimate,the daily activities of more friends recommended,social network membership not only for the initial trust Has a positive direct impact,but also by influencing the consumer's tendency to trust and thus affect the initial trust.