Research On Influencing Factors And Relationship Of Information Sharing In Social Commerce

With the development of network technology,social commerce has become the key development model of e-commerce in the future.Compared with traditional e-commerce,the user generated content of social commerce has become the key to attract users and promote purchase.However,the user information sharing behavior in social commerce is not a common phenomenon.The platform is faced with the problem of low user loyalty and serious loss rate.Social commerce is different from traditional virtual communities and has its own uniqueness,but the existing research on the influencing factors of users' willingness to share information in the context of social commerce is still insufficient.This article takes Xiao Hong Shu,a typical domestic social commerce platform in China as the research object,and uses a mixed research method combining qualitative and quantitative research methods to further discuss the influencing factors of information sharing intention in social commerce.In the exploratory research stage,based on the grounded theory research method,this paper analyzes the user interview data and the second-hand data of the Internet,and mines the influencing factors of Xiao Hong Shu users 'information sharing intention through coding,including social support,external environment,social norms,and personal recognition.And build the influencing factor model of social commerce users' intention to share information.In the empirical research stage,on the basis of exploratory research,this paper introduced the SOR model to explore users' willingness to share information(R)by taking social support,external environment as external stimulus(S)and social norms as organism(O)factors,and examined the mediating role of social norms.This paper draws on the questionnaires designed by foreign mature scales and uses SPSS and Smart PLS software to perform reliability and validity analysis,structural equation model test and intermediary effect test on the 340 valid questionnaires recovered from the formal survey.The results show that the information support and emotional support perceived by users in the platform can strengthen users' subjective norms,but have no significant impact on the collective norms.Platform atmosphere and external positive word-of-mouth stimulation will have a positive impact on users' subjective norms and collective norms,and subjective norms and collective norms play a positive role in promoting users' information sharing.This article combines exploratory research and confirmatory research methods,and provides a new idea for the research of social electronic commerce users' information sharing behavior.Research results is helpful for managers to have a better understanding of how social and environmental factors affect users' willingness to share information,and help operators improve user stickiness.