Research On The Relationship Between Consumer Perceived Value And Satisfaction In Social Commerce Platform

With the development of WEB2.0 and WEB3.0,users are interacting more and more through social media channels.In the field of e-commerce,the combination of social interaction and e-commerce has created a new form of e-commerce,which is social commerce platform.Socialization methods can promote brand promotion,sales promotion,and improve the user's shopping experience on e-commerce platform.This article attempts to explore whether the social interaction between users in the social commerce platform will play a moderating role in the relationship between consumer perceived value and satisfaction,and whether social interaction can improve user satisfaction.This paper takes the little red book platform as the research object,using customer perceived value theory,and based on the belief/cognition-attitude/affect-intention/conation-behavior framework proposed by Fishbein&Ajzen.This paper comes up with consumer perceived value,consumer satisfaction and consumer loyalty in social commerce platform.First of all,when consumer use social commerce platform,on the one hand,users want to acquire and share information;on the other hand,users want to buy merchandise,so this paper select information dimension and transaction dimension in consumer perceived value.Secondly,according to the characteristics of social commerce platform,this paper selete social interation as a regulated variable.This article adopts the questionnaire survey method,then use Wen Juan Xing platform to distribute questionnaires.A total of 322 valid questionnaires have been received.This article uses SPSS24.0 and Smart PLS2.0 to test the validity of the model,structural equation model test,adjustment effect test,and mediation effect test,and finally reached the conclusion of this article.First,the consumer perceived value in social commerce platform has a positive impact on user satisfaction and user loyalty.Information acquisition,information sharing,personalized service,price advantage,product quality,and interactivity have positive effects on user satisfaction and user loyalty.User satisfaction plays a mediating role in the impact of consumer perceived value on user loyalty.Secondly,social interaction plays a moderating role in the impact of information acquisition,information sharing,and product quality on satisfaction.Social interaction can improve user satisfaction.The theoretical innovation of this paper lies in as follows:First,based on the characteristics of social commerce platforms,this paper innovatively selects the consumer perceived value dimension from the information dimension and transaction dimension,and explores the relationship between the sub-dimension of consumer perceived value and user satisfaction and user loyalty.Secondly,compared with traditional e-commerce platform,users can interact with each other in social commerce platform.Therefore,this paper selete social interation as a regulated variable.The practical significance of this article lies in as follows:First of all,the merchants of social commerce platforms need to enhance the consumer perceived value.According to the research,in social commerce platforms,consumer perceived value has a significant positive impact on user satisfaction and user loyalty.Improving consumer perceived value is conducive to improving user satisfaction.Second,platform must create a social interaction environment.Social commerce platforms should design more socialization mechanisms,modules,to provide support for user interaction.The shortcomings of this paper are as follows:first of all,there are some shortcomings in the design and distribution of the questionnaire;secondly,this paper mainly uses the questionnaire to collect data.In future research,researchers can use other data collection methods.