Research On The Impact Of Social E-Commerce Online Word-of-Mouth Characteristics On Consumers’ Purchase Intention

With the rise development of social e-commerce,the wide application of mobile social marketing,providing consumers with“face-to-face”social interaction network internet celebrity e-commerce livestreaming ushered in the stage of rapid development.Internet celebrity in social media platform and the e-commerce platform gathered a lot of fans followers,since the self-contained network traffic and topic payment gives the internet celebrity enormous economic value,with live broadcast,short video form to fan recommended products.At this time,the online word-of-mouth of the internet celebrity publishing and propagation has become an important source of consumers to obtain product information,but also an important factor affecting consumer purchase intention.Relevant research demonstrates consumer behavior in the number,quality and titer of online word of mouth,and word-of-mouth from the traditional source of strong and weak relationships,but word-of-mouth source from the consumer Parasocial relations and spread channels is insufficient to buy behaviors related to consumer purchase behavior.In addition,in the social e-commerce scenario,the comprehensive understanding of the social interaction between communities,lacks in-depth discussion of virtual community interaction between community social interaction and pleasant emotional factors on users’ purchase behavior.Therefore,based on the social ecommerce scenario,it is of great significance to comprehensively explore the online word-of-mouth from Para-social relations sources and online word-of-mouth spread channels,virtual community interaction factors and positive emotional factors,and how these variables jointly affect consumers’ purchase intention will be important.This article is based on para-social relationship theory and persuasion theory,From the perspective of social media,focusing on the new characteristics of social ecommerce word-of-mouth information sources and spread,according to the internet celebrity information source and consumer Para-social relations link,Internet celebrity word of mouth of para-social relationship source is used as the research independent variable.Incorporate perceived pleasure,perceive usefulness as an intermediary variable in purchase,and use social interaction as moderator variables,comprehensive exploration of Internet celebrity word of mouth and perceived pleasure,perceive usefulness and purchase behavior Effective mechanism.After reviewing the relevant literature research,combing the impact relationship between variables,constructs theoretical research model,and proposes 9 research assumptions.Through the situational questionnaire survey,450 effective questionnaire data,empirical analysis and inspection of Para-social relations word of mouth,perceived usefulness and perceived pleasure to purchase behavior of consumers.Research indicates: Internet celebrity word of mouth has only significant direct forward influence on purchases,but also through the perceived joyful and the usefulness indirect effect on the willingness to buy,and perceived the joyfulness and the usefulness in the process of impacting the willingness of the Internet celebrity word of mouth;The positive moderating effect of community interaction is significant in the relationship where Internet celebrity word-of-mouth affects consumers’ perceived pleasure;The positive moderating effect of community interaction is not significant in the relationship where Internet celebrity word-of-mouth affects consumers’ perceived usefulness.This article explores the inner mechanism of internet celebrity word of mouth affecting consumers,and incorporates community interaction elements into research frameworks,revealing the important impact of community interaction in maintaining consumers and internet celebrity emotional relationships.This article conclusions enriches the application of social e-commerce,and the theoretical research on the propagation effect of social e-commerce online word-of-mouth,provides management enlightenment for social e-commerce platform enterprises and online businesses on how to improve the market’s recognition of their products and services with the help of internet celebrity word-of-mouth,and also provides decision-making basis for enterprises and businesses to formulate mobile social marketing strategies.