A Study On Consumers' Motivation Of Social Commerce Value Co-creation

In recent years,with the rapid development of information and communication technologies(ICTs),Web2.0 concepts,technologies and accumulated precipitation application of the system,when to lay the foundation for improving the rise of social e-commerce,also promote the e-commerce into a new stage of development.In this environment,consumers began to participate in all aspects of the product or service design,development,production,marketing,consumption and services to support the freedom to express and realize their value propositions,and equal partners with the enterprise added value to the role of co-creation.Factors involved in understanding consumer motivation to create value,either theoretical research in the field of Internet user behavior to be rich,but also the development and improvement of consumer participation incentives to create value strategy to provide reference for enterprises.Therefore,the study motivation factors in creating a social commerce value of consumer participation in importance.Motivational factors involved in this study,social commerce customers to create value for the study,the introduction of information from the interactive task of matching theory,consumers-enterprise interaction and consumers-platform interaction,social capital theory links social interaction,trust cognitive and social identity,uses and gratifications theory learning needs,social integrated needs,personal integrated needs,hedonic needs and interests needs,consumer behavior participation and citizen behavior,a total of 13 constructs.On this basis,according to previous research,we put forward hypotheses,and ultimately build research model in this paper.We carried out the reliability analysis,validity analysis and paths analysis of collected 401 valid questionnaires with SmartPLS,and analyzed the factors affecting consumers'motivation on social commerce value co-creation based on the test results.The results showed that:(1)consumer motivation influence consumer value co-creation willingness positively;(2)information matches the task positively influence learning needs of consumers,consumer-enterprise interaction positive impact on the learning needs of consumers,social integrated and personal integrated needs,both have an indirect impact on consumer participation behavior and citizen behavior through motivation needs;(3)consumer-platform interaction positively influence consumer needs,social integrated and personal integrated needs have an indirect impact on consumer participation behavior and citizen behavior through motivation needs;(4)social interaction have an indirect impact on learning needs,social integrated and personal integrated needs,hedonic needs and interests needs of consumers,trust positive impact on the learning needs,social integrated and hedonic needs of consumers,the social identity perception positive impact consumer personal integrated needs,hedonic needs and interests needs.The contribution of this study:(1)Based on interaction theory,social capital theory,uses and gratifications theory and value co-creation theory to construct the model of motivational factors involved in social commerce consumers value co-creation,there is a good explanation strength,authenticity and comprehensiveness;(2)through the verification of the actual sample data analysis and modeling has been valuable research findings and based on this practice from the perspective of consumer incentive to participate in social commerce environment create value put forward reasonable proposals.For example,focus on product design features architecture,design,and improve the system functions to meet consumer demand for personalized,convenient and smooth to help consumers with businesses and other community members to communicate to interact;in the design process,from the consumer's needs perspective,consumers regularly research advice or recommendation platforms and interfaces,enhance internal communication and collaboration maintenance design team and the operations team of the question;to establish and improve the incentive mechanism to enhance the degree of active community members,and viscous coupling;attention and maintain good community opinion leaders and core members;for the community members to interact actively create a good atmosphere and the like.