Research On Mechanism Of Users’ Business Information Sharing Behaviors And Its Influence On Consuming Decision

With the rapid development of social media technology and social networks,social ecommerce comes into being.Compared with traditional e-commerce,social e-commerce is characterized by sociability,openness and timeliness.Users actively create personal platforms to share information,and transmit others’ information.They are no longer just the receivers of business information,but also the disseminators and sharers of business information,bringing subversive changes to other users’ consumption decisions.It can be seen that the interaction and sharing among users is the foundation for the development of social e-commerce,but also the core key to achieve traffic convergence and improve users’ consumption decisions.At present,although the user group of social e-commerce is huge,the motivation for users to share business information is insufficient.Most users just browse information.This phenomenon will lead to fewer and fewer business information resources on the platform and weaken the power to guide users to make consumption decisions,which seriously restricts the development of social e-commerce platforms.In view of the negative impact brought by users who only browse but do not participate in sharing,it is necessary to conduct in-depth discussion and research on the evolution law and driving mechanism of social users’ business information sharing behavior,which has important practical significance to stimulate users’ business information sharing behavior and improve platform user retention rate.Nowadays,more and more users are inclined to share product information and knowledge in different forms such as text,sound,pictures and videos on social networks,which makes it more convenient and frequent for other users to obtain product information and experience of using products.It can not only lower the consumption decision-making threshold of users,but also promote the increase of consumption.However,the influence process of this effect has not been fully understood.Moreover,it is still relatively scarce to study the process mechanism of the influence of business information sharing on consumer decision-making from the interaction effect of individual level,group level and network platform level.Based on this,this thesis focuses on the context of social e-commerce,builds a conceptual model of the impact of business information sharing on users’ consumption decisions,explores the cross-level regulatory effects of variables at the two levels of group atmosphere and network word-ofmouth publishing platform types,and provides targeted practical guidance for enterprise managers to predict consumption decisions through user business information sharing.Based on the lack of motivation of users’ sharing behavior and its effect on consumption decision-making,this thesis proposes the concept of users’ business information sharing behavior,and raises the following research questions step by step according to the idea of“raising questions-theoretical exploration-empirical verification-policy simulation”: Firstly,how does users’ business information sharing behavior evolve in social networks? Secondly,what factors can drive user’ business information sharing behavior? Then,how does the user’s business information sharing behavior spread? How does it explain the transmission process of the user’s business information sharing behavior from a dynamic perspective to clarify the effects of each driving factor and business information sharing? Finally,how does business information sharing affect users’ consumption decisions? In order to solve these problems,this study explores and analyzes the driving mechanism of users’ business information sharing behavior and its impact on consumption decision-making based on evolutionary game,questionnaire survey,multi-agent simulation,multi-level linear model construction and other methods,and draws conclusions based on questionnaire data with dynamic verification of evolutionary simulation modeling.Specifically,this thesis includes the following four parts.Firstly,the thesis analyzes the evolution of social users’ business information sharing behavior from the perspective of bounded rationality.Business information value perception is an important and key driving factor affecting users’ business information sharing behavior.Therefore,based on evolutionary game theory,this thesis elaborates the impact of business information value perception on users’ sharing behavior,and grasp the evolution law of users’ business information sharing behavior.By establishing the asymmetric game between the platform supervision strategy,the group service quality strategy provided by e-commerce enterprises and the user sharing strategy,the author explores the evolving and stable strategy of users’ business information sharing behavior and the strategy selection of related subjects(platforms and e-commerce enterprises)from the perspective of users’ group environment.Secondly,based on the current situation of users’ behavior and social e-commerce industry,the thesis reveals the role of group positive emotions and the user behavior characteristics of related subjects based on emotional infection theory and perceived value theory,digs out the driving factors of user business information sharing behavior,and analyzes the path of realizing user business information sharing behavior driven by group positive emotions.The author discusses the chain mediating effect of group trust and business information value perception on the relationship between group positive emotions and users’ business information sharing behavior,and constructs a theoretical model of driving factors of users’ business information sharing behavior with combining individual factors(perceived value of business information,business information sharing behavior)and group factors(positive emotions,group trust).Then the hypotheses of the model of are tested empirically.The empirical results verify that group positive emotions have a direct effect on users’ business information sharing behavior,and also reveal that group trust and business information value perception play a chain intermediary effect in the process of group positive emotions affecting users’ business information sharing behavior,and clarify the driving factors of social users’ business information sharing behavior.Then,considering internal and external factors,the thesis establishes the diffusion simulation system of user business information sharing behavior based on the theory of infectious disease,and describes the evolution trend and information interaction mode between users from the micro level.According to the rules of business information diffusion and model requirements of SEIR model,the thesis sets simulation parameters,attributes of sharing nodes,relevant basic values,initial number of sharing nodes,user personality characteristics an so on.Through comparison,it is concluded that the influence of community opinion leaders achieves the best effect in the intervention of business information diffusion effect.When the coefficients of the model equation(contact probability,boycott probability,boycott ending probability,transmission recovery probability and the probability of individual social users being influenced by community opinion leaders)are respectively taken as high,medium and low values in the intervention of the scale of sharer and the diffusion speed of business information,the effect of intervention on the transmission recovery probability and the probability of individual social users being influenced by community opinion leaders are better.Finally,among the intervention of business information propagation breadth,the intervention of sharing initial node selection achieves the best effect.Finally,following the logical thought of “behavior--psychology--result”,the thesis makes an empirical analysis of the influence of business information sharing on consumer decision-making results from the perspectives of single,two and three layers respectively based on the nested relationship of “individual--group--network platform”.The author focuses on the cross-level moderating effect of group atmosphere and network word-of-mouth publishing platform types on the relationship between business information sharing and user consumption decision making,and verifies the effect of business information sharing on user consumption decision making results under the action of single level,two-level interaction effect and threelevel interaction.At the same time,it also compares and analyzes the direction and magnitude of the cross-level regulating effect of group atmosphere and network word-of-mouth publishing platform types on the relationship between business information sharing and users’ consumption decisions.The empirical results verify that business information sharing and consumption conformity psychology have a positive impact on the results of users’ consumption decisions,and reveal that group atmosphere and network word-of-mouth release platform types play a significant cross-level moderating role in the process of business information sharing affecting the results of users’ consumption decisions.The research conclusion of this thesis is great significance to promote users’ business information sharing for the platform and e-commerce enterprises.Theoretically,this study enriches the source of stimulation of users’ business information sharing behavior,adds new and important content to the research on users’ business information sharing behavior,provides a new research perspective and theoretical model,and further extends the application range of emotional infection theory,perceived value theory and word-of-mouth communication theory.In terms of management practice,the conclusion that group positive emotion and group trust can promote users’ business information sharing behavior provides a basis for managers to create appropriate community groups.The cross-layer mediating effects of group trust and business information value perception are verified by data.The cross-level regulating effect of supportive atmosphere,rewarding atmosphere and online word-of-mouth publishing platform provides reference for managers to effectively control group atmosphere and select appropriate word-of-mouth platform in the group.All these provide possible enlightenment for managers to better promote users to share business information and make consumption decisions in practice.