An Empirical Study On Consumer's Purchase Intention Under Social Commerce

With the rapid development of Web2.0 technology,the development of social networks has not only limited to meet the needs of interpersonal communication between Internet users,but also become a platform to share commodity information and shopping experience between the users.The integration of Electronic commerce and Social Network has become unstopped "trend" and the Social Commerce is growing up.This new mode of online shopping in China is still at a preliminary stage,some of the traditional electricity suppliers Social Network platforms are actively changing to Social Commerce,hoping to seize the market opportunity to win more preferences of consumers.In China,academic research about online shopping intention of consumers in the field of Social Commerce is relatively little.In this paper,we collected a large number of related literatures in domestic and abroad,and found that Attitude,Subject Normal,Perceived behavioral control,E-trust and EWOM has become the factors that influence the buyers purchase intention in the environment of Social Commerce.We used the extended TPB model to validate those factors on consumers purchasing intention,and explored the relationship between online trust and EWOM.This paper used SPSS and AMOS software to collect 282 questionnaires and used integration structure equation model to validate theoretical model.The research results are follows:In the environment of Social Commerce:(1)online trust and EWOM have positive impact on consumers purchasing intention,and the impact of EWOM is more obvious.(2)EWOM has a positive influence on online.(3)Consumers Attitude,Subject Normal,Perceived Behavior Control have a positive effect to their purchasing intention.Based on the findings of the analysis,we find several recommendations for Social Commerce and hope this finds could have reference.