Research On The Influence Of Social Network Structure On Purchase Intention Of Social E-commerce Users

With the maturity of Internet technology and the development of applications,social networking has penetrated into every aspect of people's lives,and this has spawned a socialized e-commerce platform,an e-commerce model that combines social networking functions with e-commerce functions.The emergence of social e-commerce platform is an innovation of traditional online shopping methods,and also innovates people's consumption patterns and improves the consumer experience.In the social e-commerce platform such as Taobao micro-Amoy,Xiaohongshu,and DianPing,users can quickly,widely and accurately conduct social activities in the shopping process,and accept the influence of other people's information in the process of influencing others.Relying on a large number of users and information exchange of the social e-commerce platform,users have established complex social networks,and the flow of information between them is based on the social network structure.The social network structure plays an important role in the release,acceptance and dissemination of information.It also greatly affects the willingness to purchase.Therefore,it is of great significance to study the influence of the users' social network structure of social e-commerce platforms on purchase intention.Based on the social e-commerce platform,this paper comprehensively sorts out the related research of social e-commerce,social network analysis and online purchase willingness,then takes the social network structure as the independent variable,takes the online purchase willingness as the dependent variable,and introduces the user's trust as an intermediary variable.This paper uses empirical analysis methods to study the impact of social network structure characteristics such as network size,network density,network centrality,and network cohesion subgroups on consumers' willingness to purchase.In addition,this paper is based on the social network analysis method,taking Hankow Thames as an example,using Gephi tools to visually analyze the user's social network structure,to study the characteristics of the user social network structure of the general social e-commerce platform.Visual analysis of social network structures can help better understand the research model,thus laying the foundation for the empirical analysis..This paper collects data through questionnaire survey,and uses SPSS and AMOS software to analyze data and model.The following conclusions are drawn:There is a positive correlation between network size,network density,network centrality and purchase intention;Network cohesive subgroups have no significant impact on purchase intention;User's trust positively affects purchase intention and plays a mediating role between social network structure and purchase intention;User's trust plays a part of intermediary role between network size,network density,network centrality and purchase intention,and plays a full intermediary role between network cohesion subgroup and purchase intention.By analyzing the intrinsic relationship between social network structure and purchase intention,this study not only enriches the research results of social network structure theory in the field of marketing,but also has practical significance for social e-commerce platform and merchants to improve users' purchasing intention and improve marketing effect.