Research On The Influencing Factors Of Women’s Continuous Purchase Intention In The Context Of Social E-commerce

The development of network technology and the continuous improvement of consumer demand have made social media a new driving force for online shopping,and webcasting is one of the most influential.Compared with the traditional cognition of search-based ecommerce,social e-commerce pays more attention to the establishment of emotional connections between people.As a key link in establishing transaction relationships,trust is also an important part of emotion in social e-commerce.At the same time,with the rise of the female economy,women occupy an important position in the consumer group of e-commerce,and the emotional incentives and value output of social e-commerce just coincide with women’s natural emotional needs and the concept of finding self-worth.Female consumers have become key players in social e-commerce.At present,there are few researches on female consumers in the field of social e-commerce,especially the research that stimulates women’s emotional trust and thus triggers female consumers’ continuous purchase intention.Research in this field can conform to the tide of "she economy" and the awakening of women’s consciousness,which is of great significance for the development of social e-commerce for women.In view of the current low "repurchase rate" in social e-commerce in my country,the article mainly analyzes it from the following aspects.Based on the existing literature and in-depth research,combined with the characteristics of online social networks,the three elements of ecommerce people,goods and fields are combined with the theory of identity,involvement and scene attachment.With the help of the SOR model,the relationship between the influencing factors of women’s consumption behavior and consumer trust and continuous purchase intention is discussed,and the collected data of 566 female consumers’ questionnaires are finally analyzed,thus verifying the seventeen hypotheses proposed in this paper.The results show that in the context of social e-commerce,anchor identity,anchor product involvement and scene attachment all positively affect the cognitive trust of female consumers,but scene attachment has no positive effect on emotional trust;Product involvement played a positive role in female consumers’ continual purchase intention;meanwhile,female consumers’ trust played a mediating role among anchor identity,product involvement,scene attachment and continual purchase intention.The main contribution of this paper is to expand the research on the influencing factors of female consumers’ continuous purchase intention from the perspective of psychological cognition.Incentive effect,to understand the willingness and behavior of female consumers in this highly socialized virtual shopping scene from a new perspective.Finally,this article puts forward suggestions on the development of female social e-commerce from three aspects:the creation of personal IP of Internet celebrities,the enhancement of the professionalism of anchors,and the construction of e-commerce scenarios,and criticizes and reflects on the possible trust traps.It is helpful for e-commerce platforms,merchants and Internet celebrities to increase consumer trust and thus increase female consumers’ willingness to continue to buy.