Research On User Trust Evaluation In Socialized E-commerce Environment

With the continuous development of network technology,the network is penetrating into every corner of our lives.Nowadays,with the progress and development of mobile Internet technology,social e-commerce,which integrates the attributes of social media,emerges as the times require,bringing more choices and new experiences to our online shopping.Social media is broadly expressed as social media.On the social media platform,users can freely interact and share content;for e-commerce,this undoubtedly means huge user traffic and broader channels of information dissemination.Social e-commerce combines the dual characteristics of e-commerce and social media,and its essence is still business behavior,so trust is still a common concern of users and businesses.Compared with the traditional e-commerce,the fragmentation of information and the generalization of the source of information dissemination in the social e-commerce environment make the trust problem more complex and diverse.Therefore,the study of user trust in social e-commerce environment has significant practical significance.Starting from the "social" and "commercial" nature of social e-commerce,and through the analysis of previous research results,this paper draws the conclusion that social e-commerce has three characteristics:media attribute,social attribute and commercial attribute.It also integrates the relevant viewpoints and research indicators of communication effect evaluation theory.From the three perspectives of platform,content and users,it can socialize consumers.Trust factors in e-commerce environment are investigated.Based on TAM model and SCAM model,research models are constructed from different perspectives.At the same time,this paper uses the form of empirical research,through visits,surveys,questionnaires and other forms,investigates the trust factors of consumers in the social e-commerce environment,draws conclusions with the help of data analysis software,and modifies the model,so as to build a scientific and reasonable evaluation model,in order to enrich the relevant research theory,and provide real and effective suggestions for the development of e-commerce.