Research On The Effect Of Social Interaction On The Behavior Of Social Commerce Users

The development of social media and social network has promoted the generation of social electronic commerce.Compared to traditional e-commerce,social commerce is characterized by complex social relationship networks built on users'frequent social interactions,which affect their behavior.The existing studies are mostly based on technology acceptance model,perceived value theory and trust theory to analyze user behavior of social commerce,and the role of social interaction on the purchase and sharing is seldom considered.Thus,this paper aims to explore the influence of social interaction on user behavior of social commerce,reveal the different effect of social interaction's dimensions on user behavior,and find the significant factors that affect the users' behavior of social commerce.In this paper,the social interaction is divided into human-human interaction and human-machine interaction by reviewing the literature on social interaction,social commerce,and other related factors.Moreover,human-human interaction includes information interaction and emotional interaction.Perceived control,perceived response and perceived personalization are three dimensions of human-machine interaction.User trust is divided into trust in community members and trust in community.Social purchase and social sharing are regarded as the key research variables of the user behavior of social commerce.And privacy concerns and social identity are also taken into consideration.Based on the background of social commerce practice and related theoretical basis,it has constructed a theoretical model,and put forward the relevant hypothesis on the effects of social interaction on social commerce user's behavior.Questionnaire survey is the method of collecting sample data in this research.Then,346 valid samples were been collected and analyzed with SPSS and LISREL,which are used to explore the influence of social interaction social purchase intention and social sharing intention of Social commerce's users,and to verify the correlation between the factors.The results show that human-human interaction has a significant effect on user trust in community members,and human-machine interaction has an obvious effect on trust in community.It is also proved that information interaction affects emotional interaction,and emotional interaction is a more significant factor affecting trust in community members.There are differences among the three aspects of human-machine interaction that have effect on trust in community in this research.Perceived personalization is the most significant factors.The results also verify that trust in community members has effect on trust in community by transferring trust.Both trust in community members and trust in community have significant effects on social purchase intention and social sharing intention.In addition,privacy concerns negatively effect on the trust of the community members.Social identity positively affects two types of trust,and has a significant impact on social purchase intention and social sharing intention.Finally,this paper discusses the results of the study,and provides reasonable suggestions for the practice of social commerce based on the results of the study.Subsequently,it summarizes the shortcomings of the study and the direction of further research.