Research On The Purchase Behavior Of Online Education Products In The Context Of Social E-commerce

In recent years,national policies have continued to be promulgated,and education informatization has stepped into a new stage of development.Influenced by policies and market demand,the online education industry has gradually expanded its scale by virtue of its low market entry barriers.At the same time,the general loss of online education enterprises has also become an important issue that needs to be resolved in the current development of the industry.With the prosperity of social media,an emerging "social + commerce" model has emerged,in which users participate in content generation and sharing as the key to transforming the flow of goods in the consumer e-commerce shopping process.Behind the development of new applications,new services and new models are the support of consumers for product purchase and usage decisions.In the prevalent knowledge economy,consumers’ knowledge consumption behavior has generally increased,and academic research has been intensified.This study focuses on consumer behavior in the context of social ecommerce,with an emphasis on how social networks and social influences affect the consumption of online educational products,taking into account the specificity of social e-commerce and the nature of the research subject.Firstly,on the basis of sorting out and absorbing previous research results,the SOR model and communication interaction model were selected as the model basis of this study,social influence and perceived value theories were incorporated into the design of the research model,and finally the research variables were refined,the evaluation index system was designed,and the research hypothesis was proposed;secondly,we used participant observation research methods to infiltrate several online shopping,collocation,and knowledge sharing communities,and obtained 312 valid questionnaires while communicating closely with some members of the groups,and tested the structure of the research scale using reliability and validity analysis;Finally,structural equation modeling analysis and mediating effect analysis were used to examine how the platform atmosphere(technological atmosphere,interactive atmosphere)and social influence(social identity,peer effect)affect consumers’ value perceptions(perceived usefulness,perceived entertainment)and thus their purchase intentions.The findings of the study are as follows.First,social influence is an important element in the generation of an interactive atmosphere,which can influence consumers’ willingness to purchase online education products by affecting the interactive atmosphere;second,technological atmosphere has no significant effect on perceived usefulness and entertainment,The technical atmosphere emphasizes consumers’ perception of the ease of use of the platform,while the assessment of perceived value is the assessment of the quality of the content of the product itself,so the technical atmosphere itself may not be a factor that causes consumers to agree on the value of the product;third,perceived usefulness and perceived entertainment are direct factors that influence consumers to purchase online education products.Based on the empirical results,the following strategies are proposed for the operation of online education products from the perspective of enterprises: optimize the interactive atmosphere and broaden the channels for customers to receive online social influence;emphasize social interactions with consumers and precisely target user needs;pay attention to the development of online education course resources and content expression innovation to enhance consumers’ value perception.Based on the consumers’ perspective,we propose online education product consumption strategies:be wary of the trap of cultural consumerism and selectively receive social influence information;identify effective information in the platform atmosphere and relieve the pressure of information hostage;affirm the scarcity of knowledge and cultivate the awareness of paying for knowledge.