Research On Information Adoption Process And Influence Factors Of Social E-Commerce User

With the rapid development of Web2.0 and mobile Internet technology,social media,with its community function,has accumulated a large number of users.Both the number of the users and the time they spend on social media are increasing,and are subsequently changing people's way of life.Social media not only facilitates information acquisition,information dissemination,making friends,entertainment and other activities,but also provides an ideal platform for the development of e-commerce due to the advantages of high dissemination speed and accuracy in targeting audience.The effectiveness of social media tools has permeated into the field of e-commerce from the field of life and entertainment.At present,the transition from "disintermediation",represented by large platforms,to "decentralization" shared economy is occurring,social electronic business has entered a booming stage.From the vertical media,social networking sites,WeChat,micro-blog and other advantages of using their information flow to provide marketing services for e-commerce enterprises,to the electronic commerce website opening WeChat,micro-blog,forums and so on itself in order to enliven new and old users,and then to the emergence of meilishuo.com,mogujie.com,public comment and other communities specialized in shopping sharing,the forms of social e-commerce have been diversified.Social e-commerce is a new derivative of e-commerce.It uses social networking sites,virtual communities,micro-blog,WeChat and other social media transmission channels,through social interaction,user generating content and other means to assist the purchase and sale of goods.The contents and activities of the social e-business platform are mostly generated and dominated by the end users.User is the core of social e-commerce platform,and is the key subject who determines platform development and enterprise profit.Therefore,the research on social e-commerce user's information behavior is definitely necessary.User's adoption of social e-commerce platform information is the precondition of decision-making,so this thesis focuses on the study of adoption behavior.According to the characteristics and development of social e-commerce,based on the social network theory,information ecology theory,the information behavior theory,the elaboration likelihood model etc.,using literature research,qualitative research,social network analysis,DEMATEL,empirical research methods and other methods,this thesis carries out an in-depth exploration on social e-commerce information flow characteristics,user information adoptionmotivation and structural features of social network,user information adoption process,identification of key factors of preliminary information adoption,and analysis of influencing factors of continued information adoption,putting forward strategies for the promotion of social e-commerce user information adoption behavior.The main work and conclusions are as follows:First of all,from the perspective of information ecology and information dissemination,the paper establishes social e-commerce information flow model on the basis of social commerce information flow factors,network structure,motivation,process,and analyzes that social e-commerce information flow has information interaction characteristics,information matching,information value-adding,as well as information inertial motion and information aggregation features.Second,based on the social network analysis method,this paper analyzes the social relationship network of social e-commerce users.Social e-commerce users are connected with each other by "mutual concern" and "fans",forming a network structure of static user relationship,and by making comments or sharing interaction regarding the commodities,forms a dynamic user interaction social network structure Through this interaction,the social e-commerce has realized the sharing and dissemination of commodity information.Based on the method of social network analysis,Gephi tools are used to analyze the characteristics of two types of social networks: user concern and user interaction.The result reveals that the weak connection of social e-commerce user network structure is major form of connection,which can spread farther in social networks,and can extend the depth and breadth of information flow and dissemination.There are key joint users in the network,and the network density is small and loose.It has small world characteristics,and is a typical scale-free network.In addition,the phenomenon of small groups of social e-commerce users in social networks is not obvious,the user attention and interaction in the network only finds a large subgroup,the other subgroups are small,and their performance is not obvious.Third,the thesis analyzes the social e-commerce user's information adoption process of.It uses grounded theory to reconstruct the motivation of social e-commerce user information adoption,and uses ethnographic decision tree and grounded theory to design interview questionnaires.Based on grounded theory,13 motivation elements of social e-commerce users' information adoption are extracted,and the motivation elements are categorized into:information acquisition motivation,social motivation,spiritual and entertainment motivation,and financial motivation.Using information ecology theory,it analyzes four main elements of social e-commerce information adoption: subject,object,environment and technology.Social e-commerce user's information adoption behavior is divided into two stages: initial information adoption behavior and continuous information adoption behavior.Based on the elaboration likelihood model,user information demand,information behavior,usage and satisfaction theory,the thesis analyzes in detail the process and characteristics of information search and integration,information selection and evaluation,information absorption and utilization of the initial information adoption process,as well as user utility evaluation,continuous information adoption intention generation,continuous information adoption,behavior generation and so on.It also constructs the mechanism model of social e-commerce user information adoption process,providing a basis for the study of continued influencing factors.Fourth,based on the technology acceptance and use integration model(UTAUT),perceived risk theory and trust theory,the conceptual model of the influence factors of the initial adoption of social e-commerce users is constructed.Delphi Method and DEMATEL are used to identify the key influencing factors,and it is found that the centrality of information service quality is the greatest,which is the most critical factor affecting the initial information adoption of social e-commerce users.Platform credibility and influence,user cognition,social commerce platform information credibility,information organization effectiveness,social commerce platform integrity,social influence,user expectations are the key factors to influence the initial information adoption of social e-commerce users.Finally,from the information quality,effort expectancy,social influence,trust environment,contributing factors,user characteristics,user expectations and other dimensions,the effect mechanism of various factors of the initial information adoption behavior of social e-commerce users is extensively analyze.Fifth,combined with the attachment strength of ARC model,the emotional attachment strength,social e-commerce platform features,user network structure are introduced into the extended ECM-ISC model.The conceptual model of influencing factors of continuous information adoption among social e-commerce users is constructed.457 valid questionnaires have been collected and structural equation modeling software AMOS17.0 is used to verify and analyze the model.The empirical results show that customer satisfaction has the biggest effecton continued social e-commerce user information adoption,followed by IT self efficacy,user relationship network structure,social e-commerce platform quality,perceived usefulness and emotional attachment.Continued social e-commerce user information adoption intent,enabling factors directly affect user information adoption behavior,user information adoption intent has stronger influence than the latter on continued user information adoption behavior.Finally,combining the theoretical analysis and empirical study,starting with the principle of multi information organization,the principle of social relationship,and the principle of user centered and the principle of enhancing the value of information,the paper put forward corresponding promotive strategies from perspectives of the social e-commerce enterprises,social e-commerce operators,social e-commerce platform and social e-commerce users respectively.The conclusion of the research has not only enriched the social e-commerce,the theory system of information behavior,but also provides a developmental theory basis and reference for social e-commerce platform,operators and merchants.The research conclusion is helpful to optimize the system platform and information service model for social e-commerce platform operators,to provide better information service quality,to enhance user satisfaction with the platform and to expand the reputation and influence of the platform,to promote the occurrence of information adoption and continuous information adoption behavior of users,and to ensure the stable and sustainable development of the social e-commerce platform.For platform merchants,it helps to better understand the users' information adoption behavior,targeted release of commodity information,commodity marketing,and to enhance the advertising effectiveness of businesses and commodity transaction rate.For users,it can guide users to better access and use social e-commerce platform information,and can help users find special products,thereby enhancing the efficiency and effectiveness of shopping.