Research On The Purchase Intention Of Social E-Commerce Users

People spend more time and energy on social networking sites and social software.Users exchange information and interact with each other more and more frequently.The growing influence of social media has gradually attracted the attention of product or service providers.They expect to use social media to promote and sell products,and social e-commerce has emerged as the background.Socialized e-commerce is different from traditional e-commerce in that it has obvious social interaction features and depends on the interaction and interaction between users to promote and sell products or services.Therefore,studying the purchase intention of socialized e-commerce users can promote the further development of e-commerce and play an important role in improving user experience.This study integrates a large number of documents,defines the concept of social e-commerce,and analyzes that it has obvious social interaction attributes,because existing literature mainly adopts technology acceptance model(TAM)to accept social e-commerce websites.The study did not take into account the social attributes.Therefore,this study mainly analyzes the factors that influence the purchase intention of socialized e-commerce users.It uses the UTAUT model to construct the model and proposes social interaction and perception.The hypothesis that there is a significant relationship between risk,performance expectations,perceived expectations,perceived trust and willingness to purchase,empirically analyzes the relationship between social interaction,perceived risk,performance expectations,hard expectation,perceived trust,and purchase intention.According to the literature review,a research model including social interactions,perceived risks,performance expectations,hard-working expectations,perceived trust,and purchase intention was constructed.By designing a variable-related measurement scale,a questionnaire survey was conducted,and 375 valid samples were retrieved.The recovered data was analyzed using SPSS software for reliability and validity,and Amos software was used for the validation of the research model.The results showed that the constructed research model had a good degree of fitness.The coefficient of path analysis shows that both are significant at the level of P<0.05,indicating that social interaction,perceived risk,performance expectation,hard expectation,perceived trust all have a significant impact on purchase intention,and perceived trust plays an intermediary role.Among the variables affecting users' purchase intention,the greatest overall effect value is perceived risk,performance expectation is second,social interaction is ranked third,effort expectation is fourth,and perceived trust is ranked last.Finally,this study also has the limitation of sample selection.In the future research,we can further improve related research by expanding the sample range.