Study On The Influence Of Social Learning On Consumers' Purchase Intention In Online Shopping

With the rapid development of network information technology,the fast popularization of computers and intelligent device,and increasingly improving of online payment and modern logistics,the online shopping in China develops rapidly and is being prosperous.Because more and more people choose online shopping,more and more online stores appear.At the same time,the goods information-goods types,brands and quantity,etc increase significantly,which lets consumers have to improve their ability to examine and distinguish all kinds of goods in the process of shopping online.When consumers buy something online,as the information they get are just what sellers provide or say online,they need actively search more information,for example,they can observe other consumers behavior,and try to know other consumers advice on the products,and in that way they will get more shopping information.Consumers' such behavior is usually called“social learning”in documentary research.There are two main types of social learning-word of mouth learning and observational learning.This paper takes perceived value as the intermediate value to study the effects of social learning on consumer's purchase intention.From the research result,we can see that social learning has significantly impact on consumer's perceived value and purchase intention,and every dimension of social learning has different influence on perceived value.As the intermediary,perceived value has different effects on two types of social learning,the effect on observational learning is much stronger.Both perceived function value and perceived emotional value impact consumer's purchase intention,however,perceived social value doesn't have obvious effect on the purchase intention.Besides,the result also shows the product involvement can significantly regulate social learning's effect on consumer's perceived value.