Users' Purchase Intention Of Social Commerce Websites Based On Pinterest Mode

With rapid development of Web2.0 technology, social media arise in order to meet the social needs. So user generated content and information sharing become trend. In era of Web2.0, the combiniation of social media and electronic commerce mitigates the trouble of traditional electronic commerce and has become the inevitable trend of electronic commerce.Pinterest mode is a social commerce mode, which shows pinctures in the form of waterfall, and intergrates business elements smoothly into interest social elements. Focusing on pattern of leisure and entertainment, Pinterest-based websites provide personalized user interface and customized recommendation. The key features of Pinterest-based websites include weak tie, enjoyment, reciprocity, personalization and visual attraction. Currently,Pintererst mode has become one of the most rapidly developing social commerce mode,therefore the study of user's purchase intention is beneficial not only to attracting more users but also to the competitiveness of websites.First, based on the key features of Pinterest mode and by utilizing technology accepatance model, social capital theory and motivation, we proposed a conceptual model to investigate users' purchase intention of Pinterest-based social commerce websites. Under such a background, we designed the questionnaire, which mainly targeted the users of the object of study includes Pinterest site, Meilishuo, Mogujie, DuiTang and Huaban.Then we validate the assumptions and the conceptual model by analyzing the survey data by using statistical software SPSS20 and structural equation software AMOS21. The results indicate that relationship dimensions of social capital has a positive impact on relationship quality,where community recognition was found to be the strongest predictor, followed by reciprocity and trust. Perceived enjoyment, perceived personalization and relationship quality have a positive impact on perceived usefulness, where perceived enjoyment was found to be the strongest predictor, followed by perceived personalization and relationship quality.Relationship quality and perceived usefulness have a positive impact on user"s intention to purchase, where perceived usefulness was found to be the strongest predictor.According to the analysis results, we put forward some suggections for the development of Pinterest-based social commerce websites: (1) It's important to create the shopping environment and build the good relationship network, where has a large number of social capital; (2) It's vital to strengthen the network trust; (3) Focusing on leisure and entertainment,Websites need to keep the hedonic; (4) It's general to support the personalized interface and customized recommendation, the key is to keep the innovation ability of websites. Finally,we summarize the research work and pointed out the future research direction.