Research On The Influence Of Learning From Social Business Tools On Consumer Purchase Intention

The integration of social media and e-commerce has formed social commerce.Especially in the current short video and web celebrity economic model behind the boom,social business platform create more and more value.In these social business sites,they will provide a variety of platform tools,such as rating,forum community,product advertising push.By learning the information and knowledge provided by these different platforms,users can not only gain good social experience and knowledge,but also enhance their understanding of the purpose of online purchase,so as to make more rational purchase decisions.However,how users learn and use these different platform tools,and how it affects consumer purchase intention and then makes them make corresponding purchase decisions,has not been fully studied and explained from the academic and industrial perspectives.Based on this research background,this paper attempts to explore the relationship between consumer learning and use of different platform tools and their ultimate purchase intention from the perspective of social learning.This project adopts the way of combining literature research and empirical research,first by reading lots of related research literature,on the basis of social learning theory,the introduction of the cognitive evaluation,emotional evaluation,purchase intention,and put forward under the environment of social business platform for consumers in tool to study the influence of the use and purchase intention between model,and puts forward research hypothesis.The questionnaire of this study was designed by referring to the relevant scales of previous mature studies.By issuing questionnaires online and offline at the same time,relevant research data were obtained,and a total of 514 valid questionnaires were recovered.After that,the questionnaire data were sorted out,and the relevant data were analyzed with SPSS for reliability and validity.Then,the structural equation model was used to verify the research hypothesis proposed in this paper.Research shows that cognitive and affective evaluation are the main predictors of purchase intention,and cognitive evaluation has higher predictive power than affective evaluation.In addition,learning from forums and communities,from ratings and comments,can have a significant impact on cognitive and emotional evaluation.Furthermore,learning from forums and communities will play a more important role in emotional evaluation.Learning from ratings and reviews plays a more important role in determining cognitive assessment.Learning from social advice had no significant effect on cognitive or emotional evaluation.Taken together,these findings provide a comprehensive understanding of consumer purchasing decision-making process and extend the application scope of social learning theory.This finding also provides guidance for social business managers to design more effective websites and to allocate resources and efforts across different social business tools.