A Study On The Comsumer Behaviour In Social E-Commerce

According to the report on Chinese Digital Consumers Survey by McKinsey in 2016,social media has become a new driving force for online shopping.The new trend is that social media not only influences the consumer decisions but also introduces consumers to purchase on e-commerce platforms directly.At the same time,third-party e-commerce platforms targeting young women have improved their stickiness and obtained market recognition by a series of services.Social e-commerce platforms,represented by Mushroom Street,are now providing young users with a perfect consumer decision-making experience through content construction.Commercial behavior has some new features in the Internet environment.Based on consumer behavior theory,including S-O-R theory in psychology and TPB theory in psychology,the study chooses the target users who once used social media to purchase online or purchased directly on social B2C websites.At the same time,the study focuses on the consumer online shopping behavior in social e-commerce through the comprehensive use of literature research method,questionnaire survey method,statistical analysis method and structural equation method.Firstly,the study illustrates the definition,development situation and trend,and classification of social e-commerce through literature review.Secondly,the model one is built based on consumers' social media B2C behavior by using S-O-R theory.The model two is built based on consumer behavior on third-party social e-commerce platform by using TPB theory.The study will put the two models in two different chapters,separately put forward some hypotheses,carry out empirical analysis and verification,and finally draw the pervasive conclusions.There are several innovations in this study.The first one is that consumer behavior is being analyzed from different perspectives based on the current two kinds of social ecommerce.The second innovation is that how social media and third-party ecommerce affect the online shopping behavior in social e-commerce will be verified by empirical test through the combination of S-O-R theory and TPB theory.The third innovation is that personal innovation and perceived consequence are introduced into constructing the second model,which is about the study on commercial behavior in third-party social e-commerce platform.This is named model-setting innovation.The forth innovation is that the second model,which compares the differences in women's buying men's wear and women's buying other products through two empirical analyses.The last innovation is that objective data through relevant procedures will partially verify the model assumptions.