Research On The Influencing Factors Of Social E-commerce Users’ Purchase Intention

Social e-commerce is a new e-commerce model,which integrates interactive factors.With the development of artificial intelligence,5G and other technologies,the user through the social software for effective information consumption,also can through the electric business platform to build online communities for social communication,for the electric business platform for traffic,and help the development of online economy.In recent years,more and more platforms enter the field of social e-commerce,consumers are more inclined to shopping through social platforms,which provides a research entry point.The research on social e-commerce purchase intention mainly focuses on the development process,concept,network evaluation and so on,and the research group is mainly consumer-consumer interaction.In fact,social interaction is crucial to the development of social e-commerce,and consumer-business interaction has an impact on consumers’ sense of experience and willingness to purchase.Based on this,this article under the perspective of social interaction,and study the factors influencing the purchase intention of social e-commerce users.Refering to S-O-R model,social exchange theory and experiential value theory for reference,social interaction is divided into two dimensions,namely human-computer interaction and human-computer interaction.In social interaction,human-computer interaction is divided into consumer-consumer interaction and consumer-business interaction.Social interaction includes information interaction,group identification,service interaction,value co-creation,emotional interaction,perceived usefulness,perceived responsiveness and perceived personalization.Cognitive experience value(which measures consumers’ cognitive utility)and affective experience value(which measures consumers,emotional utility)are selected as the mediating variables of this paper to explore the influence of social interaction on experience value,and then on purchase intention.The degree of interaction was set as a moderating variable to explore the impact of different levels of interaction on experience value.According to the questionnaire method,SPSS 22.0 and AMOS 24.0 software were used for empirical analysis.The empirical results show that:(1)information interaction,group identity,service interaction,and emotion interaction in human interaction,as well as perceived responsiveness and perceived individuation in human-computer interaction,all have positive effects on experience value;Value co-creation has a positive effect on affective experience value,and perceived usefulness has a positive effect on cognitive experience value.(2)Experience value positively affects the purchase intention of social e-commerce users;(3)The degree of interaction plays a moderating role in the relationship between human interaction and experience value.This paper enriches the relevant researches from the perspective of social e-commerce and social interaction,and provides some reference directions and practical suggestions on how to optimize the management of today’s social e-commerce platforms and better carry out social marketing by constructing the influencing factor model of purchase intention.