Research About The Influence Of Role Conflict On Consumer Behavior In Social Commerce

Social commerce is a new type of decentralized form of electronic commerce,which is spring up based on the mobile social networking platform.It has the social attributes,the media attributes and the mobile attributes.Its development cannot leave the consumer in-role behavior which can directly promote the purchasing behavior,and the consumer out-role behavior which can stimulate sales indirectly from the consmers' positive word-of-mouth,advice,and helping other consumers.The primary difference between social commerce and the traditional e-commerce or the real economy is that it is a kind of "acquaintances economy",which has a strong social attributes.The relationship types between the social businessman and the consumers can be divided into three categories: business role that become friendship role,friendship role that become business role and the pure businessman role,when under the consumer perspective,and from the time dimension of the relationships build between the social businessman and the consumers.The role conflict will be happened,when the friendship role and the business role coexist at the same time,because the friendship role is expected to have an intrinsic orientation,whereas the business role has an instrumental orientation.When customers facing these two kind of different role expects,they would worried about their willingness to bring help to the others from the starting point of “friendship”,would be took advantaged in return.This paper puts forward the following question based on above.Are the effects of these three relationship types between the consumers and the social businessmen on consumer role behavior the same? Is the role conflict in work? This paper has carried on the empirical research based on these questions.In addition,the properties and the development model of social commerce determines its development cannot leave the establishment of the friend relationships with their customers.So the social businessmen will try their best to promote the quality of the relationships with their customers.However,not all consumers want to develop friendships with the merchants,especially for consumers who possess a high degree of social anxiety.Therefore,this research also examine the influence of the relationship types between social businessmen and their customers on the consumer role behavior under different consumer social anxiety level.The empirical results suggest that,in the three different kinds of relationship types between customers and social businessmen,the customer role behavior of the business role that become friends role is higher than the customer role behavior of the friends role that become the business role,and the customer role behavior of the pure business role;The role conflict of the friends role that become the business role is higher than the role conflict of the business role that become the friendship role,when friendship coexist with the business role,and the role conflict has a negative effect on the customer role behavior.In addition,the higher the degree of consumers' social anxiety,the more likely the relationship types reducing the customers' role behavior.According to the results of this empirical study,this paper give reasonable suggestions to the marketing practice of the social commerce,which not only gave effective advices to social commerce customer relationship management,but also enriched the application of the role theory and the role conflict in the consumer behavior.