Reaserch On Factors Of Users’ Acceptance Effects On Social E-commerce Baced On The TAM Model

Social networking and e-commerce are the two main pillars in the current times of Internet, they are greatly welcomed and loced by the majority of users in their respective fields. However, the emergence and development of social e-commerce is the most popular thing in recent years. Social e-commerce is a combination of social networking sites and electronic commerce. The viral growth has affected everyone’s habits of life and shopping. Now, whether it is social networking site or e-commerce site want to occupy a place in the other field. The usual methods are: the existing social networking sites cooperate with existing e-commerce website, the existing electronic commerce website creats new social networking service, establish special social commerce website. Some of these explorations succeed, and the others failed. The key of success depend on whether the website can get the user’s support. Based on this, this research aims to explore the main factors which affect the users to accept social business.Base on the induction and summary of domestic and foreign related literature, combine with the development of social e-commerce, the TAM model of social ecommerce usiness is established. In addition to the existing three variables of TAM model: perceived ease of use, perceived usefulness and behavior intention, this paper also introduced four variables perceived enjoyment, perceived risk, trust and subjective norms into it. Therefore, the model of this study includes seven variables, six independent variables and one dependent variable. Twelve hypotheses are proposed according to the research variables. This paper collected user data through questionnaire survey. A total of 222 valid questionnaires were collected. SPSS19.0 is used to analyse the data’s reliability and validity, and AMOS17.0 is to structural equation analysis.The results of analysis show that effects of six independent variables on the behavior intention are significant. Ten of the twelve hypotheses are supported. According to the influence on behavior intention, the six variables ordered by strength from strong to weak: perceived ease of use, trust, perceived usefulness, perceived enjoyment, perceived risk, subjective norm.Finally, ascertain the ultimate user acceptance model of social e-commerce according to empirical research result. Put forward to reference recommendations for social e-commerce development from three aspects: social networking site, e-commerce site and businessman.