Research On The Impact Of Network Interaction Of Social E-commerce Platform On Consumer Behavior Intention

The combination of socialization and e-commerce has enabled social e-commerce to develop rapidly in recent years.Relevant research shows that social shopping has developed into a new consumption model for online shopping.This business model takes advantage of user-generated content and social interaction to help consumers make decisions.Through interactive methods,this model not only changes the process of consumers' purchase decision,but also changes the process of merchants' merchandise trade.Incorporating network interaction factors into e-commerce not only enriches the shopping channels of consumers,but also reduces the cost of sellers in the transaction process,and at the same time changes consumers' consumption psychology and consumption behavior in a subtle way.Network interaction enhances the sense of consumers' participation and lays the foundation for the realization of social e-commerce platforms' commercial value.However,with the development of the social e-commerce model,more and more platforms have begun to combine the social and shopping modes,making the competition in the online sales market more intense.To this end,how to stand out from the competition and attract consumers to shop online on their own platforms is a serious problem facing major social e-commerce platforms.From the perspective of network interaction and value perception,this paper divides the socialized e-commerce platform network interaction into the interaction between consumers and platforms(ease of use,usefulness),and the interaction between consumers and platform merchants(responsiveness,guarantee),interaction between platform consumers(reciprocity),perceived value is divided into functional value,emotional value,social value,constructs the impact model of network interaction on perceived value and consumer behavior intention.The article uses the questionnaire survey method to collect 267 valid questionnaires,and then uses SPSS20.0 statistical analysissoftware to process the data,and obtained the main research conclusions of this study.The results show that,firstly,ease of use,usefulness,responsiveness,guarantee,and reciprocity of social interaction of social e-commerce platform have a significant positive impact on consumer behavioral intentions.Second,social e-commerce platform network interaction factors have significant positive impact on functional value.Impact,ease of use,usefulness,responsiveness,and reciprocity have a significant impact on emotional value.Usefulness,responsiveness,assurance,and reciprocity have a significant positive impact on social value.Third,the dimensions of perceived value have a significant positive impact on consumer behavioral intentions,with functional value having the greatest impact on consumer behavioral intentions.Fourth,the dimensions of perceived value play a mediating role between social e-commerce platform network interaction and consumer behavior intention.Finally,based on the research conclusions,relevant marketing inspirations and suggestions are proposed.