The Research On The Impact Of Sellers' Reputation On Consumer Purchase Intention In The Social Commerce

Online shopping users continued to grow,and all kinds of social applications also sustained and stable development,the Internet platform has gradually achieved a pan social trend.Especially in recent years,the growing popularity of social media,Web 2.0 technology and social networks,and traditional e-commerce cross integration,gave birth to a new model,social commerce.Social commerce as a subset of e-commerce,in the environment of social commerce whether the credibility of the seller has a significant impact on consumers' decision,is the main research issue.Based on the theory of information signal,the paper studies whether the seller's reputation has an impact on the consumer purchase intention in the environment,through the empirical analysis of the actual sales data of the domestic representative social networking platform.The credit mechanism mentioned in this paper mainly includes third-party seals and guarantee mechanism and detailed seller ratings mechanism.According to the characteristics of these two types of credit mechanism,this paper makes a study on how the seller's reputation affects consumer's purchase decision in two ways.Among them,the seller to participate in the third-party seals and security mechanisms are not too much change in a short time,so this paper uses cross-section data of selected crawler software social commerce platform as part of the seller's actual participation and trading of capture,regression analysis was used to test the proposed hypothesis using OLS model.Another route,the seller's detailed seller ratings reflect the recent service score.The score is the dynamic data of the platform according to the consumer's daily calculation according to the rules.Due to the seller's detailed seller ratings change every day,so this once a day to grab the actual daily dynamic frequency score data for a period of time of social commerce sellers and daily trading data.The fixed effect model is used to analyze and test the panel data.The results show that,for the third-party seals and protection mechanism in the context of social commerce,the "national postal" and "return freight" seal have a positive impact on consumer purchase intention.And the impact of the national parcel post marked the greatest degree.The seller should actively join in order to increase the sales of the store.The "7 days no reason to return" seal,"the day of delivery" seal and "pay margin" mechanism as a result of widespread presence in the sample shop,have no significant impact on consumer purchase intention.The "real model" seal and "shop type" seal have significant negative impact on sales.It is found that the design of the third-party seals and the security mechanism in the context of social commerce are still lack of pertinence.As for the detailed seller ratings mechanism,the "consistent score" and "service attitude score" in the detailed seller ratings have a positive impact on consumer purchase intention.In some models,"quality satisfaction score" has a significant positive impact on consumer purchase intention."Delivery speed score" has a negative impact on consumer purchase intention.The contribution of the synthesis of the four detailed seller ratings is not particularly high,indicating that the reputation mechanism of social commerce platform,especially the detailed seller ratings mechanism has not played its due role.It is necessary to further improve the current credit mechanism for the characteristics of the industry and the commodity attributes,so as to improve the efficiency of the social commerce environment.Combined with the conclusions of the two routes,we finally put forward some suggestions to improve the reputation mechanism of social commerce platform and improve the quality of service to attract more consumers to buy.