Empirical Study On The Behavior Of Social Commerce Users Based On SOR Model

The rapid development of social media technologies and its integration with e-commerce produce social commerce.Short video and Internet celebrity economy have grown more vigorously than ever before,so the value created by social commerce platforms has been increasing rapidly.But many social commerce platforms face problems such as low participation of users and users' departure,which will affect the sustainable operation and development of the platforms.The existing studies are mostly about Mogujie or Weibo,few researches considered short video and Internet celebrity economy on socialized business platforms.Besides,the current studies mostly study users' usage behavior and sharing behavior from platform's practicality and social characteristics,few studies consider platform's hedonic characteristics.We combine flow experience and sense of virtual community as the user's emotional experience to study the behavior mechanism of users of social commerce platform which combines social attributes and commercial attributes.This paper examines social commerce users' behaviour based on the SOR model.This paper collates a large number of Chinese and foreign literatures from four angles:social commerce,SOR model,flow experience and sense of virtual community.Then we build the users' behavior mechanism model of social commerce platform based on SOR(stimulating-organization-response)theory.In this research,community quality and social support are used as stimulating factors(S),sense of virtual community and flow experience are set aside for the user's emotional experience factor(O),and willingness to use and willingness to share are used as the user's response factor(R)to study the social business user behavior mechanism.The reliability and validity of 339 valid questionnaires were tested by SPSS software,and the structural equation model was analyzed by Lisrel.At last,we use structural equation model to analyze the factors that influence user behavior.The results show that emotional support,informational support and service quality significantly influence sense of virtual community and flow experience,flow experience has a positive impact on the sense of virtual community,and the sense of virtual community affects users' willingness to use and willingness to share.In the four dimensions of virtual community sense,the load of emotional connection is the largest,and pleasure is most significant in the three dimensions of flow experience.The research does not find the effect of information quality and system quality on sense of virtual community and flow experience,the reasons may be as follows:the rapid development of mobile e-commerce makes information overload,at the same time,the social business platform also develops more maturely,so users has less perception of system quality.Therefore,social commerce platform needs to improve the quality of online social support and service in the community as well as pay attention to the online social support and service quality in the community in order to promote users' behaviour and ensure the success implementation of social commerce.