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An Empirical Study Of Social E-commerce Consumers’ Purchase Intention From The Perspective Of Emotional Trust

Posted on:2023-07-20Degree:MasterType:Thesis
Country:ChinaCandidate:H Y WuFull Text:PDF
GTID:2569307103958659Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
In recent years,the world has entered the era of mobile Internet,and consumers are gradually focusing on their smart phones.Especially in the global novel Coronavirus pandemic,Chinese residents are less likely to go out and gather together,which in turn promotes the rapid development of Online shopping in China.In the research on consumers’ purchasing intention,the factor of trust has always been the focus of scholars’ research as the cornerstone of successful online transactions.Existing researches on online shopping mainly focus on traditional B2 C online shopping,but lack researches on C2 C shopping environment,especially on wechat moments transaction,a new social networking platform,which has some limitations in platform coverage.This article selected We Chat friends online trading environment,according to the theory of learning in the field of psychology(SOR),in combination with the practical characteristics of We Chat friends circle,relationship strength,information quality and so on four variables as independent variables,the Angle of the affective trust and perceived risk and design as the mediation,the product involvement degree as the regulating build equation model are analyzed.In this paper,with the help of maturity scale,SPSS25.0 and AMOS26.0 software were used to discuss the test,and the results were obtained and appropriate management measures were analyzed.The results show that :(1)the strength of the relationship between consumers and sellers has a negative effect on the perceived risk of shopping in wechat moments,and the latter has a full intermediary effect on the relationship between consumers’ emotional trust and the former;(2)The better the quality of information published by merchants,the lower consumers’ perceived risk of shopping,but the quality of information does not affect consumers’ emotional trust,and the perceived risk does not have any mediating effect;(3)The higher the service quality,the better the emotional trust of consumers,but there is no influence relationship between the service quality and the perceived risk,and the perceived risk has no mediating effect;(4)Consumers believe that the higher the efficiency of shopping in the wechat moments environment,the more they will subjectively or emotionally trust the seller,and similarly,the less likely they will feel after-sales problems.In addition,perceived risk plays a part of the intermediary effect between the two;(5)Consumers’ irrational trust in sellers in wechat moments has a positive effect on the transaction intention,while the after-sale risk they think has a negative effect on the final transaction intention.In addition,the former exerts some intermediary influence between the latter and the final transaction intention.(6)Product involvement has a moderating effect only between service quality and emotional trust,and no moderating effect exists between other factors.These results are partially consistent with the current theories,but differ from them in a certain point of view.The research enriches the perspective of diversified platforms,helps merchants in wechat moments understand consumer behavior,guides merchants to make purposeful corrections to attract customers,and is conducive to promoting the development of China’s wechat business industry.
Keywords/Search Tags:wechat moments, Emotional trust, Perceived risk, Purchase intention, SOR model
PDF Full Text Request
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