Research On The Influence Of Wom Price On Consumer Purchasing Intention In Social Commerce Environment

Social commerce is an emerging business model that combines the traditional features of traditional e-commerce and social media.It has developed rapidly and has attracted the attention of the business community and academia in recent years.The influence factors of consumers' purchase intention under socialized business environment are more complex and diverse.The connotation of online word of mouth and the path of influence to consumers have changed,the research results under the existing e-commerce environment are no longer applicable.There is not a lot of research on the purchase intention of socialized business consumers,and most of them only consider single factors.This thesis aims at a socialized business environment and considers the Internet word-of-mouth,price level,and product type to study how they influence consumers' purchase intentions.Firstly,combing consumers' willingness of purchasing,online word-of-mouth,price level,and product category,re-defining them based on the characteristics of socialized business.Research hypotheses are proposed and the research model is constructed based on ELM and other related theories.Secondly,with reference to previous studies,we designed the measurement items of this thesis and adjusted the measurement items.562 valid questionnaires were tested for data quality,and structural equation models were used for empirical analysis.The following conclusions were obtained:(1)Internet word-of-mouth has a significant impact on the willingness to purchase all kinds of commodities,among which word-of-mouth quality is common to durable goods.The effect of perceived profitability was not significant.The effect of word-of-mouth content on the perceived profitability of fast-moving consumer goods was not significant,and the effect of word-of-mouth on perceived profit and perceived costs was not significant.(2)The price level has a significant impact on the purchase intention of fastmoving consumer goods and general durable goods,but the impact on luxury goods is not significant.(3)The perceived value has a mediating effect on the influence of Internet wordof-mouth and price levels on consumers' purchase intention.(4)The category of commodities not only has a significant regulatory role in the process of the impact of perceived word-ofmouth content,quality of word-of-mouth,socialization features and price levels on perceived profitability,but also has a significant regulatory role in the process of the impact of word-ofmouth quality and price levels on perceived costs.Based on the research conclusions,this thesis puts forward some suggestions for the sales strategies of different categories of commodities in the social business platform.