Research On User Acceptance Of Social Commerce

With the rapid development of Internet technology, social media is gradually penetrating into people’s daily lives, leading to generate a new way of online shopping-social commerce, which is begin to affect people’s living habits. At present, the research and development of social commerce is still in the early stages, it is faced with the problem of user acceptance.Therefore, this thesis focuses on the users’using intention of social commerce, analysis and studies the main influencing factor of user acceptance, and provides effective suggestions for its development and promotion.Based on the literature review, this thesis extracts variables which affect user acceptance and build the theoretical model. Then through the questionnaire survey, this thesis collected 196 valid samples. After analyzing the sample data and testing theoretical model, the thesis gets the following conclusions.1. Perceived usefulness and social impact will positively influence user intention, perceived risk will negatively influence user intention, but the relationship between perceived ease of use and user intention is not significant. So Technology Acceptance Model is not completely suitable for social commerce system.2. System security, information integrity, service interactivity, service empathy and social impact are external variables. They will indirect effect use intention. The security, integrity, social impact will positively influence perceived usefulness; perceived ease of use will only be affected by interactivity; Security, integrity, interactivity and empathy will negatively influence perceived risk.This thesis not only constructs the social commerce user acceptance model, but also puts forward some suggestions for its development, hoping they could guide the practice and for reference.