Research On The Impact Of Social Support On Users' Behavior Of Social Commerce—the Mediation Effect Of Trust

The rapid development of Internet economy has driven the emergence of an emerging e-commerce sub-model which named social commerce.Online shopping experience,and information of productions and service become available to users through the social website,which can be used to make decisions.Therefore,the development of social commerce depends on social support,which makes it meaningful to research the relationship between social support and users' behavior of social commerce.However,most existing researches about this aspect regard social support as a whole and explore its direct impact on user's behavioral intention,and few of them subdivide the dimensions of social support.What's more,it is unspecific about how social support impact on user's behavioral intention.So,this research introduces the mediating variables and explores the specific impact of social support on users' behavior of social commerce both from information and affection,which can cover the shortage of existing researches.To be more specific,this research explores the impact of social support on users' behavior of social commerce and the mediating effect of trust in social network on this relationship,which includes:(1)research on the relationship between social support and users' behavior of social commerce;(2)research on the relationship between social support and trust;(3)research on the relationship between trust and users' behavior of social commerce;(4)research on the mediating effect of trust.Through the empirical analysis of 366 valid questionnaire data by factor analysis,correlation analysis and multiple linear regression,it is found that:(1)There is a significant positive impact of perceptive information in social support on the purchase intention of users,but the impact on the sharing intention of users in not significant.Perceptive usefulness,similarity,intimacy and profitability have a significant positive impact both on user's purchase intention and sharing intention.(2)Perceptive intimacy has no significant impact on information-based trust while Perceptive information,usefulness,similarity and profitability have a significant positive impact both on information-based and identification-based trust.(3)Information-based and identification-based trust have a significant impact both on user's purchase intention and sharing intention.(4)Information-based trust doesn't play a mediating role on the relationship between perceptive intimacy and user's behavioral intention while identification-based trust has a mediating effect on the relationship between social support and user's behavioral intention.This research contributes not only to the research field of social support and users' behavior of social commerce theoretically,but also to the development of social commerce:(1)Analyzing the impact of informational / emotional social support on users' behavior of social commerce,and revealing the difference effect mechanism of this two kinds of social support on user's behavior.(2)Analyzing the mediating effect of trust in social network on the relationship between social support and users' behavior of social commerce,which enriches the researches both of this two aspects.(3)Studying how social support affects users' behavior of social commerce can help merchants find the key points to improve consumer trust and thus promote the transaction.Besides,it can also foster consumer trust and interest from both specific perspectives of information support and emotional support,and use social graph and interest graph for social marketing.