Research On The Influence Mechanism Of Perceived Technology Attribute Of Social Commerce On Consumers’ Purchase Intention

In China,social commerce is booming.New types of social commerce represented by Tik Tok have gone to overseas markets,and Tik Tok has an overseas version.However,there is such a phenomenon that some consumers in ASEAN countries have resisted Chinese social commerce,such as Tik Tok ecommerce.Current researches on social commerce generally believe that social commerce can promote consumers’ purchase intention,but fail to give a sufficient explanation for the phenomenon that Chinese social commerce is being resisted in ASEAN countries.Based on the previous studies,this paper from the perspective of technology acceptance model,and introduces the dimension of perceived technological country attribute of social commerce,takes perceived usefulness,perceived ease of use,perceived enjoyment,and perceived technological country attribute of social commerce as perceived technology attribute dimensions of social commerce,and takes them as independent variables,consumers’ attitudes towards social commerce as the mediator variable,and consumers’ purchase intention as the dependent variable,consumer ethnocentrism as moderating variable to construct a mechanical model of the influence of social commerce on consumers’ purchase intention.This paper finds that the perceived usefulness and perceived enjoyment of social commerce have a direct impact on consumers’ purchase intention,and consumers’ attitudes towards social commerce play a mediating role in the relationship between perceived usefulness,perceived enjoyment,perceived technological country attributes of social commerce and consumers’ purchase intention.The consumer ethnocentrism of consumers in ASEAN countries plays a negative moderating role in the relationship between consumers’ attitude towards social commerce and consumers’ purchase intention.The moderating effect of Chinese consumers’ consumer ethnocentrism on the relationship between consumers’ attitude towards social commerce and consumers’ purchase intention is not significant.This paper deepens the understanding of social commerce and expands the technology acceptance model,to provide guidance for the development of Chinese social commerce related enterprises.