Research On The Influence Of User Trust And Value Co-creation On Purchase Intention Based On Social Media

With the increasingly fierce competition in the automobile industry,automobile enterprises began to develop a new sales model of automobile e-commerce.Different from the traditional offline distribution sales mode,the auto e-commerce is more urgent to explore the online user's purchase demand,and the social media,which is heavily used by the younger generation of auto consumers,has become an important marketing battlefield for many auto e-commerce enterprises.How to use social media to improve the purchase intention of users has become one of the important issues that auto e-commerce marketers need to face.Based on the background of automobile e-commerce industry,this paper takes social media,user trust,user value co-creation and purchase intention as the research objects,and discusses the influence of social media on user trust and then on user purchase intention and user value co-creation activities.Firstly,the related concepts and research status of social media,user trust,user value co-creation and purchase intention are summarized.According to the existing theoretical basis,this paper puts forward the hypothesis of the influence of user trust and user value co-creation on purchase intention on social media,and constructs the conceptual model of the relationship among social media,user trust,user value cocreation and purchase intention.Secondly,the measurement dimensions of social media,user trust,user value co-creation and purchase intention are determined.By setting the measurement items of each factor,a questionnaire is formed,and the target users are selected according to the characteristics of the target customer group of automobile e-commerce.After obtaining the data samples of the survey results,the structural equation model is constructed,and AMOS17.0 is used to analyze and test the research hypothesis.Finally,the research results show that the content quality of social media has a positive and significant impact on user trust,while the content quantity has no significant impact on user trust.The relationship quality of social media has a positiveand significant impact on user trust.The authority,interactivity and association strength of the current relationship are all positively promoting user trust.Enterprises can improve user trust by optimizing the relevance,accuracy and comprehensiveness of social media content,selecting authoritative opinion leaders and strengthening interaction and community communication.User trust has a positive and significant impact on purchase intention and participation in user value co-creation activities.User value co-creation has a significant positive impact on the purchase intention of users.User value co-creation mediates part of the positive relationship between user trust and purchase intention.Enterprises can further enhance users' purchase intention through social media based user value co-creation activities.