Research On The Influence Of Social Relationship Strength On Recommendation Intention Of Social E-commerce Users

The evolution of e-commerce from its traditional form to the advancement of science and technology has seen a gradual growth,resulting in the emergence of a new model-social e-commerce.The growth of social e-commerce has greatly reduced the cost of finding information for users and changed their purchasing and decision-making processes.However,due to the large amount of information in social e-commerce,it takes time and effort to filter the information,so users will pay attention to the information recommended by other users before purchasing products or services.Users trusted the advice of family and friends more than the official advice of companies.How does the social relationship between users in the social e-commerce platform affect users’ recommendation intention? Therefore,on the basis of relevant theories,this paper studies the influencing factors of social relationship strength on users’ recommendation intention.Based on the theory of social relationship strength,perceived risk theory,perceived value theory,social exchange theory and technology acceptance model,and combined with the SOR model,this paper firstly discusses the influencing factors between users’ recommendation intention in the social e-commerce platform from the perspectives of external information and individual cognition.Then the required questionnaires were designed according to the relationship between each variable,and a total of 352 valid questionnaires were obtained.In this paper,SPSS26.0 software is used to carry out basic analysis of the collected valid questionnaire data,including descriptive statistics,reliability and validity analysis,etc.,and then statistical analysis software AMOS24.0 is used to carry out confirmatory factor analysis,fitting test and path analysis.Finally,our hypothesis on the influence of various factors on users’ recommendation intention is verified,including the influence of social relationship strength,perceived risk,perceived value,perceived usefulness and social needs on users’ recommendation intention.Empirical analysis shows that:(1)the strength of social relationships in social platforms of electronic commerce has a positive impact on perceived values of users,and perceived values and recommendations of users have a positive impact.(2)Social relationship strength has a positive impact on users’ perceived usefulness,and users’ perceived usefulness has a significant positive impact on recommendat.(3)Social relationship strength has a positive impact on users’ social needs,while users’ social needs and recommendation intention have a positive impact.(4)The power of social connections has significant positive effects on users’ recommendation intention.(5)In social ecommerce platforms,the strength of users’ social relationship has a negative impact on users’ perceived risk.However,the hypothesis that perceived risk has a negative impact on users’ recommendation intention is not passed,indicating that users may not consider the phenomenon of perceived risk too deeply when recommending information or products to users with high social relationship strength.Think e more about the positive effects of the information or product.At the same time,other results show that the stronger the social relationship of the users in the social e-commerce platform,the better the understanding of the recommentees,so that the recommendations of product information can be carried out in a targeted way,so as to further increase the personal social needs,perceived usefulness and perceived value of the recommentees,and enhance the willingness of users to recommend.That is,the strength of social relationship among users on social e-commerce platforms has a significant positive impact on users’ recommendation intention through perceived risk,perceived usefulness,perceived value and social needs.Finally,according to the relevant analysis results contained in this document,this document summarizes the practical significance of social e-commerce platform users,ecommerce platform users and operators,and puts forward corresponding suggestions respectively.It then raises current issues with the research and presents its own ideas for future research efforts.