Research On The Influence Of Social Tie On User Sharing Information And Phurchase Intention

With the rapid development of social media and social networks,more and more people obtain relevant product information on the Internet.Some information officially released by company,some are shared by friends,relatives,and others are recommended by professionals.For users,it is easier to obtain interested,valuable,and trustworthy product information through social relationships such as friend communication,thereby affecting their behavioral intentions.How does the complex information in the network affect people's willingness,how does social interaction between social network users or social relationships in off-line situations affect purchase intentions and share intentions? In order to solve this problem,the paper research on the relationship between social tie strength and user behavior intentionality.Based on theoretical basis and existing literature.This paper first proposes a theoretical model of the relationship between the strength of social tie,users' purchase intention,and users' sharing information intention.Then,designed questionnaire based on the theoretical model,and 455 valid questionnaires collected online.Finally,using hierarchical regression analysis by statistical analysis software SPSS22.0,verify the relationship between the strength of social tie,users' purchase intention,and users' sharing information intention,the mediating roles of perceived information quality and perceived information reliability in the relationship between the strength of social tie,users' purchase intention,and users' sharing information intention.As well as,professional moderating role in these relationships.The results of empirical analysis show that:(1)the strength of social tie has a significant positive impact on users' online purchase intentions and users' sharing information.(2)Perceived information quality and perceived information reliability play a partial mediating role in the relationship between the strength of social tie,users' online purchase intentions and users' intentions of sharing information.(3)Professionalism has a significant moderating effect on relationship between the strength of social tie and users' online purchase intentions.However,professionalism has no significant moderating effect on relationship between the strength of social tie and the user's intention to share information.Based on the analysis results,this paper proposes several suggestions on how companies can attract customers in social media.This paper discussed the limitations of this study and the direction of future research.