Study On Social E-Commerce Adoption Based On The Perspective Of Social Capital

In recent years, with the rapid development of social media, with the help of social media social e-commerce has been rapid development. By improving their own e-commerce system more and more businesses have introduced social media to improve their competitiveness, and a lot of scholars take the user’s behavior from the perspective and different methods were studied, in order to better promote the development of social commerce. On the basis of social capital theory, trust theory, social commerce, technology adoption model and other related documents, this article from the perspective of social capital in social interaction coupling measurement of capital structure, mutual benefit, commitment to measure the relationship capital, the shared language, shared vision meaning cognitive capital and trust as in intermediary variable. The study based on the perspective of social capital constructed the social commerce user adoption model.This research were analyzed by factor analysis, reliability analysis, validity analysis and the model and hypotheses by using the questionnaire survey method and using SPSS19.0 and AMOS20.0 statistical analysis software to the questionnaire. The results show that the social interaction coupling of the structure of capital has significant effect on the intermediary variable of trust, and has a positive effect on the adoption of electronic commerce.The mutual of relationship capital has a positive effect on trust, and has a significant positive impact on user adoption of social commerce, the commitment of relationship capital has significant positive effect on trust and has a significant positive impact on user adoption of social commerce; The shared language of cognitive capital has positive effect on trust, but also affects the users of e-commerce adoption behavior of society at the same time, shared vision has a positive impact on trust, and also has a significant positive impact on user adoption of social commerce behavior.Finally, on the basis of the research conclusion, the study puts forward some specific suggestions for social commerce site management, and analyzes the limitations of this thesis and the prospect of further and imagines the future.