Research On The Influencing Factors And Relationships Of Users’ Willingness To Continue To Purchase Under The Situation Of Socialized E-commerce

With the rapid development of Internet technology and e-commerce,enterprises and businesses are gradually realizing the importance of integrating traditional e-commerce and social media platforms for business trade.In modern society,consumers are more and more self-conscious and creative.They are also in the usual online shopping activities.They are more inclined to believe in the shopping experience or experience shared by consumers.They are no longer inclined to believe business or business advertising recommendations as in the past.And social media provides a good platform for users to share their shopping experience,users use the platform to express their views,fully share the exchange shopping experience and experience,get shopping knowledge,and help each other to shopping.Socialized e-commerce is developed based on such a background and needs.Based on this research background,this paper attempts to study the factors affecting the continuous purchase intention of social e-commerce users and their relationship.This paper uses a combination of literature research and empirical research,first reading a large number of relevant research literature,and then based on the expectation confirmation model,and add the corresponding expansion.Introducing research variables of social interaction,perceived applicability,user satisfaction,expectation confirmation and the user’s willingness to continue to purchase.Based on this,this paper puts forward the conceptual model which study influencing factors and relationships of user’s willingness to continue to purchase in the context of social e-commerce and present research hypotheses.Then,the design of the questionnaire is carried out.The questionnaires of this paper are designed by referring to the mature measurement items of previous related research.Then,the questionnaires are used to conduct empirical research.The questionnaires are distributed online,and the questionnaires are collected to obtain the research data.Collecting 328 questionnaires,71 were invalidated and 257 were valid.Then use SPSS software for data analysis,including reliability analysis,validity analysis and factor analysis of the questionnaire data,then use the structural equation method to verify the research hypothesis of this paper,and use AMOS software to adapt the paper data to the hypothesis model.The AMOS software gives the result of the path coefficient of the model.Finally,the mediation effect between model variables is tested by linear regression.Finally,the research conclusions are drawn:all the 12 research hypotheses proposed in this paper are verified.In the context of social e-commerce,perceived applicability positively affects user satisfaction and user’s willingness to continue to purchase.Expectation confirmation positively affects perceived applicability and user satisfaction.User satisfaction positively affects users’willingness to continue to purchase,social interaction positively influences perceived applicability,user satisfaction,and the user’s willingness to continue to purchase.The test result of mediating effect is:Perceived applicability has a partial mediation effect on the positive impact of expectation confirmation on user satisfaction and social interaction on users’willingness to continue to purchase.User satisfaction has a partial mediation effect on the perceived applicability of the user’s willingness to continue to purchase and the positive impact of social interaction on the user’s willingness to continue to purchase.Then according to the research conclusions obtained in this paper,several management suggestions are put forward for the social e-commerce platform and the merchants.Finally,the limitations of this paper and the research prospects for the future are pointed out.