Research On The Influencing Factors Of Community E-ommerce Consumer Purchase Behavior Based On Motivation Theory

The rapid development of Internet technology has not only strengthened people's online social communication,but also promoted the change of people's lifestyle.With the development of online shopping,people can enjoy the convenient service of commodity browsing,one-click ordering and door-to-door delivery without leaving home.Driven by both online shopping and social networking,social e-commerce stands out in the online market and becomes a new trend of online shopping in the future.The community e-commerce studied in this paper is a branch of social e-commerce.With the increasing competitive pressure of e-commerce platforms,the development of community e-commerce inevitably faces various challenges.In the case of self-generated community traffic,maintain the steady growth of users,improve the community user traffic conversion rate,to win more profit space.Based on Utilitarian and Hedonic motivation theory,taking Red as the research object and motivation theory as the theoretical background,this paper establishes a model for the influence of community e-commerce usage motivation on consumer behavior.This study adopts the interview method and the questionnaire survey method.SPSS and AMOS software were used to analyze the data of 435 valid questionnaires.The hypotheses of this study were verified by confirmatory factor analysis,descriptive statistical analysis and structural equation model.Through empirical research,outcomes indicate that trend discovery,sociability and aesthetics trigger hedonic motivation,and product selectivity triggers utilitarian motivation.Hedonic motivation is linked in a significantly positive manner with purchase intention,continuance intention and word-of-mouth intention.And word-of-mouth intention affects consumers' purchase behavior.The results show that the hedonic motive has more influence than the utilitarian motive.According to the research conclusion of this paper,Suggestions and inspirations are put forward for Red and similar community e-commerce operators to promote the healthy and rapid development of community e-commerce.