Study On The Incentive Mechanism For Social Commerce Euser's Interaction

With the development of the Internet,The integration of e-commerce and social media has formed a new product of social commerce.The social commerce has become one of the most popular and fastest growing web applications in the years since the beginning,exploration and rapid development.However,in the process of development,there is a problem that user interaction is not high in the platform.Therefore,this thesis studies the incentive mechanism for user interaction,the first to explore the influence factors of user interaction,secondly by the result of the influence factors to build a user's incentive mechanism,and puts forward the specific incentive measures of user interaction.Firstly,the dissertation probes into the influence factors of user interaction in social commerce platform.The influencing factors of user interaction are divided into three levels: economic,social and spiritual based on the Demand theory.Firstly,based on the existing literature,the author puts forward the research variables and hypotheses,and then constructs the theoretical model of influencing factors of social commerce user interaction.Then,through the questionnaire survey method to collect data,and uses the SPSS and AMOS statistics software,based on the data analysis methods such as factor analysis and structural equation and to validate the proposed theoretical model.Results showed that Functional benefits,reciprocal expectations,altruism,social support,strong and weak relationships,social existence,reputation status,customer perception constraints have Positive impact on user interaction.Among them,reciprocity expectation,strong weak relationship and reputation status have the most significant influence on social e-commerce user interaction.Secondly,this dissertation constructs the incentive mechanism of social electronic commerce user interaction Based on the results of social e-commerce user interaction influencing factors.The research results show that the strong and weak relationship is the most significant factor in the interaction of social e-commerce users.Therefore,the social e-commerce platform is divided into two types: social commerce platform dominated by strong relationship and social commerce based on weak relationship.Then describe the user interaction relationship structure two types of platforms through the Ucinet tool of social network analysis,and build user interaction mode according to the strength of the relationship,and build strong relationship social e-commerce platform user incentive mechanism and weak relationship social e-commerce platform user interaction incentive mechanism.