The Effect Of Social E-commerce Platform Characteristics On Consumer Purchasing Intention

According to the "2018 China Social E-Commerce Industry Report" released in July 2018,the size of China's social e-commerce market is expected to reach 1,139.778 billion yuan in 2018,the size of China's social e-commerce practitioners is expected to reach 30.326 million,which is an increase of 66.37%and 50.22%over 2017,social e-commerce has received extensive attention.As a new e-commerce model in which e-commerce and social media are integrated,social e-commerce has developed rapidly since the advent of 2013.However,behind this rapid development,there are a large number of small socialized e-commerce telecom platforms that continue to fall because of the single mode and low user conversion rate.What can promote the socialized e-commerce platform to become bigger and stronger,and maintain a higher growth rate?What is the impact mechanism?With these two questions,this paper has carried out special theoretical and empirical research.Combining the Socio-Technical Systems perspective and the attachment theory,this paper determines the variable design and the relationship between the variables through a large number of related literatures,and quantifies and designs the variables,then analyzes the research data with AMOS and SPSS software to test Research hypothesis results show that:(1)sharer characteristics,including partnership strength,professional ability and community status have a significant positive impact on emotional attachment;(2)technical characteristics,including personalized recommendations and social interaction are Functional dependence has a significant positive impact;(3)Functional dependence has a significant positive impact on emotional attachment,and emotional attachment plays a mediating role in the relationship between sharer characteristics and purchase intention,functional dependence on technical characteristics The relationship between the role and the willingness to purchase plays a mediating role,that is,the sharer's characteristics and technical characteristics affect the purchase intention through emotional attachment and functional dependence,respectively.