Research On The Effect Of Flow Experience On User Behavior In Social Business Environment

With the penetration of terminal electronic products,e-commerce turnover and user base have increased year by year,and people's consumption habits are changing.A new e-commerce model characterized by socialization has attracted widespread attention.Socialized business provides online and social support for users while providing transaction services to users,A wide variety of services can adapt to the changing needs of the current people,and have won the favor of users.Socialized commerce has crossed the initial introduction and integration period,entered the stage of rapid development,and showed broad prospects.However,the various uncertainties and risks in the current social business platform transactions have negatively affected the social business user experience,which in turn affects their behavioral decisions.At the same time,the user's experience on the social business platform is poor,and it is deeply affected by the unfavorable supervision.Therefore,this paper takes the user experience of social business platform as the core,and finds the influencing factors of user behavior mechanism from the perspectives of social support,social identity and network externality,and puts forward relevant suggestions to provide reference for the development of social business platform.This research searches on the academic websites such as Zhiwang from nine aspects: social business definition,social business research status,social support,network externality,satisfaction,and stream experience,and collects existing domestic and foreign literature.Then the theoretical model is proposed according to the path of literature research-interview research-questionnaire survey,and the user behavior mechanism on the socialized business platform is verified.In the end,a total of 469 valid questionnaires were obtained,using SPSS20 and LISREL to test the reliability,validity and model fitness,and the factors affecting users' willingness to share and purchase intention were obtained.The results show that the indicators are good.Through hypothesis testing,information support and emotional support in social support significantly affect social interaction,trust and flow experience;In network externalities,perceived complementation significantly affects social interaction,trust,and streaming experience,and network size significantly affects trust;Social interaction and trust have a significant impact on the streaming experience;Streaming experience,social identity,and satisfaction all have a significant impact on user behavior.Among them,social identity has a significant impact on the willingness to share,and satisfaction has a significant impact on the willingness to purchase.The research results enlighten the establishment rules of social business platform,strictly control the quality of information,guide users to actively communicate with each other,create a good atmosphere,cultivate users' trust in the platform,so as to improve user flow experience,social identity and satisfaction,and promote the sound development of the platform.