A Study On The Willingness Of Users' Continuous Participation In Social Shopping Community

With the slow growth of the traditional e-commerce market,social sharing shopping has become a new breakthrough in the development of e-commerce,and the social shopping community continues to develop.The social shopping community is a social network aggregator based on shopping interest,which connects consumers from different regions through the Internet,encourages consumers to communicate with each other and publish shopping reviews and recommendations.The good development of social shopping community not only requires a large user base,but also requires users to have a high degree of activity,continuous participation in community activities,and the formation of user stickiness.Therefore,this article revolves around " what is the driving force for people continue to participate in social shopping community activities?"The research on the willingness of users to behave has been paid close attention to by scholars at home and abroad,but few scholars have studied the willingness of users to behave in the field of social shopping community.Only research is from the technical characteristics of the site to discuss the factors that affect the user's willingness to participate continuously,and less from the user perception,social impact to explore.Therefore,this paper explores the impact of various dimensions of user experience on users' continuous participation,which include information experience,social experience,functional experience,sensory experience and hedonic experience.With regard to the continuous participation of users in research,the continuous Use model of information systems users(ECM-IS)has been widely recognized by the academic community.Therefore,based on the ECM-IS model and the user experience theory,this paper studies the internal mechanism of the user's continuous participation in the social shopping community activities.Starting with "Shopping Strategy",Xiaohongshu is the largest consumer reputation repository and online shopping sharing platform in China.It is a typical social shopping community.Therefore,this study takes XiaoHongshu as a case study and uses questionnaire survey to study the impact of user experience on users' willingness to participate in social shopping community.The 243 sample data collected by SPSS22.0 analysis were used,and the structural equation model was established by AMOS24.0 to verify whether the hypothesis was valid.Finally,the following conclusions are drawn:1.User experience in social shopping community has a positive impact on users' willingness to participate continuously by affecting users' satisfaction and perceived usefulness,in which perceived usefulness is positively correlated with user satisfaction.2.In each specific dimension of user experience in social shopping community,Information experience,functional experience,sensory experience and hedonic experience have significant positive effects on user satisfaction,but social experience has no significant direct impact on user satisfaction;information experience,functional experience and hedonic experience have significant positive effects on user perceived usefulness,but social experience and sensory experience have no significant direct effects on user perceived usefulness.Based on empirical analysis,the managers of social shopping communities can promote users' information experience,functional experience,sensory experience and hedonic experience by encouraging community members to publish high-quality content,improving community service function,creating comfortable audio-visual experience,and creating a relaxed and pleasant community atmosphere,then promote the continuous participation of users.In conclusion,through theoretical and empirical research,this study infers and tests the intrinsic mechanism of users' continuous participation in social shopping community activities,enriches the theory of social shopping community,user experience,and users' continuous participation,and provides reference for the operation and management of social shopping community.