Research On The Influencing Factors Of Social E-Commerce Users' Sharing Intention

In the rising cost of tradional e-commerce to pull new customer and the gradual disappearance of traffic dividends,with the development of social media and the trend of e-commerce,the two are increasingly connected,and the social e-commerce model has developed rapidly.The sharing of information about goods and services by users can achieve the effect of fission propagation in social media.Based on the theory of planned behavior and self-determination theory,this paper explores the influencing factors of social e-commerce users' willingness to share.Firstly,on the basis of previous studies on the willingness to share information,from the perspective of user motivation,in-depth interviews are used to explore the influencing factors.Then combined with the existing research results,put forward the research hypothesis,the internal and external motivations and subjective norms are used as independent variables,and the willingness to share is used as the dependent variable.The internal motivation dimension includes altruistic needs and entertainment needs,and the external motivation dimension includes economic rewards and social needs.Finally,a questionnaire survey method was used to issue 350 questionnaires for data recovery and screening,and relevant analysis and multiple regression analysis were conducted on the factors affecting the willingness to share.The study found that,on the one hand,social e-commerce users have a higher acceptance of the sharing of goods and services-related information,and most users have the experience of actively sharing and passively sharing with material rewards or recommendation by friends and family.On the other hand,among the types of information shared,reward information such as red envelope discounts has the highest proportion,followed by active recommendation of product information with friends in the social process.In addition,social e-commerce users pay more attention to the usefulness,authenticity,fun and security of information content when sharing information about goods and services.At the same time,users' perception of how easy it is to operate will also directly affect the users' sharing willingness.Then,the hypothesis of this study is verified,the altruistic needs and entertainment needs in internal motivation,economic incentives and social needs in external motivation,and subjective norms are positively affecting the willingness to share.Finally,on the basis of the above research,the mechanism of the factors affecting the sharing willingness is sorted out.The sharing of goods or service information by social e-commerce users presents the characteristics of point-to-point sharing and low-interest information sharing.