Research On The Influence Of Cognition And Affection Experience On The Purchase Intention Of Social E-commerce Users

With the deepening of network information technology,the integration of social network and e-commerce has given birth to a brand new e-commerce model,which is called social e-commerce.Social e-commerce,with its unique advantages such as rich and interesting consumption scenes and relaxed and pleasant platform atmosphere,is deeply welcomed by the majority of users and has become the mainstream way of online consumption.However,in the process of the hot development of social e-commerce,problems such as information overload and social overload affect the user experience,weaken the enthusiasm of users to use the platform,and may reduce the user’s purchase conversion rate on the platform to a certain extent.Therefore,in order to achieve the sustainable and healthy development of social e-commerce,better play the positive role brought by social e-commerce,reduce the possible negative impact,and promote the platform to better serve users in-depth research has important theoretical significance and practical value.From a cognitive perspective,based on the theory of "cognition-affect-conation",this study combines the two cognitive factors of perceived overload and perceived value to construct a theoretical model that affects users’ purchase intention in the context of social e-commerce,and empirical analysis The influence of user cognition on purchase intention,focusing on exploring the mechanism of user cognition on purchase intention.293 pieces of valid data were collected through questionnaire survey,and the collected data were analyzed and empirically tested with the help of SPSS25.0 and AMOS22.0 software.The research results show that perceived value and its various dimensions of functional value,social value,and hedonic value all positively affect users’ flow experience and purchase intention,and users’ flow experience in perceived value and purchase intention play a mediating role;perceived overload and its various Dimension system function overload,information overload,and social overload positively affect user fatigue,but perceived overload and user fatigue have no significant effect on purchase intention.Based on the research conclusions,this study puts forward relevant management implications for social e-commerce platforms and enterprises carrying out marketing activities with the help of social e-commerce: while focusing on young users,enterprises should take into account the differences of needs of different users to implement precision marketing for target users;Strictly control the quality of products and services on the platform,innovate shopping methods,create a "shopping trip" full of fun for users,and strengthen users’ perception of function,value and enjoyment value;Design effective reward feedback mechanism and immersive shopping scenarios to cultivate users’ shopping habits;Continue to pay attention to users’ perception of overload,prevent the occurrence of bad experience,and commit to the sustainable development of social e-commerce platforms.