Research On The Influence Of Social Presence On The Willingness Of Online Shopping

With the development of science and technology,people in the virtual network environment in the communication between each other,people from the initial face-to-face communication,now converted to human machine communication between each other,which cannot be perceived by others of the real presence.In real life,we can perceive the presence of others anytime and anywhere,in addition,when the customer decides whether to purchase the goods,which they are interested,the interaction with the other participants will affect the final decision.So,in the virtual network environment of the website browsing or shopping,how does the virtual presence of other participants affect the purchase intention of consumers? In this study,we study the influence of social presence on online shopping intention from the perspective of flow experience.This study is based on the existing research results at home and abroad,based on the SO-R mode,this paper puts forward the research model,the S(Stimulus)on behalf of stimulation,O(Organism)representative organisms,R(Response)on behalf of the reaction.Through the empirical analysis and discusses the social presence effect on online shopping intention,selected three dimensions of social telepresence(perceived social telepresence.Emotional social telepresence,understanding social telepresence)as independent variables,with the flow experience as the intermediary variable,online shopping intention is introduced as dependent variable,adjusting variable--impulsive personality is introduced,further analysis the effect of perceived social telepresence.emotional social telepresence,understanding social telepresence on online shopping intention,and proposes the research hypothesis.This research is based on statistical analysis software SPSS20.0.Firstly,the questionnaire is analyzed statistically.Meanwhile,in order to ensure the validity and reliability of the questionnaire,the reliability and validity of the questionnaire and test results were analyzed.Finally,the correlation and multicollinearity analysis and regression analysis of the questionnaire were conducted by using SPSS20.0 software.The above statistical analysis can get the following conclusions: firstly,the social presence has a significant positive impact on online shopping intention.Put another way,perceived social telepresence.emotional social telepresence,understanding social telepresence respective have positive impact on consumer online shopping intention;secondly,flow experience respective fully mediate the relationship between perceived social presenceand online shopping intention,the relationship between emotional social telepresence and online shopping intention,the relationship between understanding social telepresencesocial presence and emotion understanding;thirdly,impulsive personality between flow experience and online shopping plays a positive regulatory role.This study analyzes the effect of the various dimensions of social presence on the online shopping intention,and introuce impulsive buying traits as adjusting variable,deepening the study on social telepresence effect on online consumer behavior.Based on the results of this study,some suggestions are put forward to improve the social presence and the flow experience for e-commerce enterprises,and to enhance the willingness of online shopping.