An Empirical Study On Influnce Of User’s Recommendation To Purchase Intention Under Social Commerce

With the continuous use of social media, the social commerce which based the development of social media immediately becomes a hot of the related industry. Social commerce is recommended as the trend of web2.0and the future direction of e-commerce. It will become the tipping point of social networking.The operation key of social commerce is recommendation and sharing. The most important factor of a consumer’purchasing decision in real life is the decision from friends. When consumer interacts with his or her friends, new purchase demands will be created, which is very familiar with social commerce’s operation.Users’recommendation can create value of social commerce. Under the background of social commerce, this study took influence of user’s recommendation to consumer’s purchasing decision as the study’s object. From three aspects (recommended information sender, recommended information itself and information receiver) and consumer’s trust, a unified model was put forward, and evaluated by empirical studies through structural equation method. The empirical results showed that, consumer’s trust was the most significant factor of consumer’s purchasing decision in social commerce. Among the factors which lead to trust, professional capacity, relationship intensity, social influence and detailed degrees were the most significant to consumer’s trust. Besides, professional capacity, relationship intensity and social influence also had direct impact on consumer’s willingness to buy. Among the three above factors, professional capacity was the most significant, followed by relationship intensity and social influence. Finally, based on empirical results, this study put forward the key measures of social commerce, and hoped to provide useful guidance to the future development of social commerce.