Research On Influence Factors Of Users’ Purchasing Behavior In Social E-commerce

The rapid development of Internet has brought unprecedented prosperity of e-commerce, however, the traditional model of e-commerce has entered a bottleneck and saturation period, in which, user viscosity is very low in a severe degree and the two buy rate is low. The introduction of social media has brought a new social mode of electronic business. As a result, the study of consumer behavior of this model has great significance to the development of electronic commerce at present.This study introduced two levels of communication theory, six degrees of separation and analyzed the communication principle of social media and the present stage national e-commerce development status. Based on the proposed concept of electroni commerce, we declareed its classification. Then using the method of literature and comprehensive, the paper states concerning social commerce platform elements, combined situation, extract the domestic social commerce platform elements: information, society and technology. Combining with the theory of consumer behavior based on these three factors included option model, the author extracted consumer related description for each of the elements by semi-structured interview way.In the model validation phase, the author carried on pre-survery, collected sample test of the validity of the questionnaire and revised the questionnaire, then began to collect and quantitative analysis of the formal questionnaire. After treating default values and invalid values of samples in the ultimate collection, we used the difference test with principal component analysis and independent samples t test and inspection methods. The results of the study show that though the male and female consumers purchase intentions have not obvious difference, but male consumers are more care about the perception technology, while women pay more attention to social pleasure and trust. In addition, the authoe research the relationship between the model variables in the structure of the model and the proposed hypothesis by using the Amos and amended the fitting degree of the adjustment and correction. Finally, according to the component analysis and structural equation model results, the parper introduced suggestions for the improvement of social e-commercecurrent.