The Impact Of Rating Information Sharing On Consumer Purchasing Behavior In Social Commerce

Social commerce is a new generation of electronic commerce. Compared with the traditional electronic commerce, the social commerce with social media and social networking as the carrier promote the online trading and related business information exchange. Information sharing from the various aspects of social commerce affect consumers’ purchasing behavior in social commerce, so the in-depth study of consumer behavior in social business and merchants has important significance for the establishment of marketing strategy.This research mainly uses literature research, agent-based modeling and simulation method to build a consumer purchase behavior model based on the evaluation information in social commerce. The relationship between evaluation of social commerce rating and trust is analyzed. With analyzing with the impact on consumer trust evaluation information, this research will construct a trust measurement model based on FIRE model and ACT model and this paper sums up the consumer trust evaluation method in social commerce. On the other hand with the multi-agent modeling method, this paper builds a social commerce which is oriented "trust" in the consumer behavior framework、interaction rules of social commerce in the direction of consumer trust. Finally, researching the effect of information sharing on consumer purchase behavior through the simulation method.Studies have found that in the case of no information sharing, consumer’s perception of the environment is slow when buying decisions by the rational level is weak. As information sharing path extending outward, it makes consumers not only to increase volume of information to be obtained, but also accelerate the speed of consumer’s perception of the environment, social commerce share the information in the social path can make the choices of consumers more rational.The study also found that information sharing in social commerce makes consumers tend to be unified when they choose which one provider to interaction with which seems to provide the best products or businesses in the social commerce. Obviously, even if high-quality merchants has a disadvantage in quantity, but depends on the social commerce information sharing path, these providers still can establish a competitive advantage in a relatively short time. But merchants trading volatility will increase with the extension and information sharing path. "Bullwhip effect" in the social business more apparent.Inaccurate evaluation in social business share, will not bring great influence to rational decision-making level of consumers. Consumers still can distinguish inferior businesses. But inaccurate information sharing can cause certain obstacles in their process of choosing, the most direct impact is the quality of the merchants of relatively optimal cannot establish market competitive advantage. Inaccurate information even if the number is small, but also can cause huge impact to social commerce market.