Research On The Influence Of Perceived Coolness Of Platform On Social Commerce Adoption Intention

With the rapid development of the Internet,social business platform has become an important shopping platform.At the same time,perceived coolness is also an important factor affecting consumers.Therefore,based on the theory of meaning transfer and social exchange,from the perspective of perceived social risk and perceived uniqueness,this thesis discusses the relationship between the perceived coolness(attraction,originality and subculture)of social business platform and social commerce adoption intention through the method of structural equation model(SEM),and deeply analyzes the intermediary role of perceived social risk and perceived uniqueness.At the same time,the results are further analyzed and verified by means of fuzzy set Qualitative Comparative Analysis(fs QCA).SEM results show that attractiveness has a positive impact on perceived uniqueness,and has no significant impact on perceived social risk;Originality and subculture positively affect perceived social risk and perceived uniqueness;Perceived social risk negatively affects social commerce adoption intention,and perceived uniqueness positively affects social commerce adoption intention.At the same time,it verifies the intermediary role of perceived social risk between originality,subculture and social commerce adoption intention;It also verifies the intermediary role of unique between attractiveness,originality,subculture and social commerce adoption intention.The results of fsQCA show that any three of attractiveness,originality,subculture and perceived uniqueness are at a high level.At the same time,with a low or medium level of perceived social risk,a higher social purchase intention can be formed.When these four variables are at a high level,a higher social purchase intention can be formed regardless of the level of perceived social risk.In the case of high perceived social risk and low or medium level of subculture,two of the attractiveness,originality and perceived uniqueness are low or medium level,which will lead to low or medium level socialized purchase intention;When attractiveness,originality,subculture and unique are at a low or medium level,regardless of perceived social risk,it will lead to a low or medium level of socialized purchase intention.High attractiveness,plateau creativity and low or medium level perceived social risk can form a high willingness to socialize and share regardless of subculture and perceived uniqueness;High attractiveness,high subculture,high perceived uniqueness and low or medium level perceived social risk can form a high willingness to socialize and share regardless of originality;Plateau creativity,high perceived uniqueness,low or medium level perceived social risk,supplemented by the marginal effect of high subculture,can form a high willingness to socialize and share regardless of the attractiveness.In the context of low or medium level attractiveness,originality,subculture and perceived uniqueness,regardless of the level of perceived social risk,it will lead to low or medium level social sharing willingness.This study constructs an impact model of perceived coolness of social commerce platform on consumers’ willingness to adopt social business,reveals the potential negative impact of perceived coolness of platform on consumers,and provides guidance for managers of social commerce platform to improve their willingness to be adopted.