The Study Of Value Of Online User Experience In Social Commerce Based On Consumption Experience Theory

In recent years,the combination of e-commerce and social media based in Web2.0 has spawned the rapid development of social business,which is also the focus of the current development of e-commerce.But the academic research of social commerce started late.It became one of the emerging hotspots of e-commerce research in recent years.Besides,the practical application of social commerce has repeatedly frustrated.Many scholars focused on the study of the concept of social commerce,the research of theoretical framework,platform design and the factors of user behavior etc.The research of user behaviors is the most extensive research.But there are existing a big gap in practice,especially in the area of the value of user experience.Therefore,I believe that it's very necessary and urgent to pay much attention to the factors of the value of online user experience in social commerce.Discussing the user's motivation and the behavioral changes in the new e-commerce environment is beneficial for the enterprise to carry out social business activities and reduce trial costs.In this paper,the method of literature research and structural equation model is used to construct the theoretical framework of the value of online user experience in social commerce based on consumption experience theory.The main contents and outcome of the paper are:(1)Combing the existing research of "social commerce" and "online value of user experience" to clarify the basic research issues.Then,aiming at the shortcomings of the existing research,the paper puts forward the model of value of online user experience under the social commerce context based on the "value-intention" framework and relevant theoretical model,which includes the experience module which affect the user experience value and the users' behavior intention;(2)Choosing two classical and domestic platform to research.Designing the first questionnaire in social commerce context to collect data of users' behaviors and then testing the structural model.The empirical results show that:(1)the three elements of "practical experience","sensory experience" and "community experience" constitute the user experience.Besides,"economic value","pleasure value" and "social value" constitute the user experience value.Then,the user experience as a whole has positive effects on the three kinds of experience value.(2)For the users of “dianping" network,“economic value" can not promote users' participation in social business activities.But for WeChat platform,"economic value" has a positive effect on the participation intention."Pleasure value" and "social value" both have a positive impact on users' participation intention.(3)"Social value" is the most significant value element in the three types of values that affect the users' participation intention.WeChat with strong social property has a greater influence than the “dianping" network.In addition,there are regulatory effects on demographic variables and personality variables.(3)Based on the research results of this paper,this paper puts forward the corresponding improvement countermeasures and suggestions for the development of social commerce.They are:(1)Enhancing the interest of the platform is one of the important factors for the platform to improve user experience and promote the participation of users in social commerce activities.(2)Social media platforms like WeChat embedded in the commercial properties have good basic conditions to develop social business.Real economic interests is the the important factors of this kind of platform like WeChat to improve user experience and promote the participation of users in social commerce activities.(3)For inward-oriented users of WeChat,the platform needs to enhance the stimulus of “social value” in the way of improving the overall user experience.In addition,for the inward-oriented users of the “dianping” network and export-oriented users of WeChat,it's useful to stimulat the "pleasure value".Finally,this paper summarizes and prospects the future research from the aspects of theoretical research,so that the research has important theoretical guidance and practical value.