Research On The Evolution Mechanism Of Users' Consuming Behavior In Social Commerce

In recent years,social media gradually penetrates into all aspects of people's daily life with its blooming development which have provided an unprecedented opportunity for business activities.With the overwhelming widespread of social media in the world,its commercial value is being excavated.Xiaohongshu,Microboss and Live webcast have been widely used,which is a sign of social commercial challenges and business opportunities.There are diverse development patterns of social e-commerce and factors affecting consumer behavior are complicated.However,the research of academic mainly focuses on the "business model","user participation motivation","satisfaction" and "user purchase intention".We cannot understand the dynamic process of consumer behavior and the core factors that affect the dynamic change of consumption process because of lacking consumer behavior model.It is difficult to get adapted to the complex social commerce environment and provide guidelines for the effective marketing activities.To solve the above problems,the paper establishes the model of user consumption behavior in social commerce based on the in-depth understanding of the social commerce environment,the research results of scholars domestic and abroad,and the theory of technology acceptance model,social e-commerce acceptance model and trust theory,in order to analyze the evolution mechanism of consumer behavior.Through theoretical research and simulation,this paper reveals the law of the evolution of consumer behavior in the context of social commerce and puts forward the corresponding marketing strategies.The main research work of this paper includes:(1)The model consists of three stages: pre-purchase activities,purchase decision and post-purchase behavior.It studies the influence and changes in the relationship between the characteristics of social commerce(the interaction and recommendation of friends,incentive mechanism,word-of-mouth,professional of the community or friends),trust,perceived usefulness,perceived ease of use and user consumption behavior in three stages.Data were collected form questionnaires.(2)The structural equation model and the AOMS software are used to verify the model.The evolution model of consumer behavior is established based on the analysis of the revised three stages model.(3)The system dynamics simulation model of consumer behavior is established with Anylogic.The AOMS path result is set as the initial value of the model.The parameters of each variable are adjusted to analyze the sensitivity of consumer behavior.Finally,the results of the simulation model are analyzed and the corresponding marketing strategies are proposed.The conclusions are as following: the technology acceptance model is not fully applicable to social commerce;the characteristics of social commerce have a positive impact on the user's trust and perceived usefulness;trust is an important factor affecting the consumer behavior;the simulation results are consistent with the results of the questionnaire.Enterprises can enhance the incentive mechanism in the pre-purchase stage,to improve the user's perceived value in the purchase stage,and to manage public relations crisis to reduce negative word-of-mouth marketing in the post-purchase stage.