Research On The Consumer Usage Intention Of Social E-commerce Website Based On UTAUT Model

In recent years, with the development of Web2.0, the major social networking sites also got rapid development, foreign mainly has the prominent social networking websites such as Friendster, My Space, Facebook, domestic main sina weibo, Renren, happy net and other network platform. These social networking sites because of its interactivity, timeliness, communication and makes it to enhance the user experience and enhance user stickiness and other aspects than the traditional commerce website has more advantages. Under such background, the traditional e-commerce website will have to explore new ways to enhance the user experience and enhance user stickiness, and consider the future development direction. Social electronic commerce website is an electronic commerce website with the help of social media technology and the participation of users with a strong group interaction. It combines the advantages of traditional e-commerce and social networking sites of the two, e-commerce is a new business model which is the combination of e-commerce and Web2.0. Therefore, whether it is from the consumer point of view or from the perspective of social network platform, social e-commerce will be the future development trend.However, social e-commerce in the country, after all, is a new thing, its theorists have not formed a complete research system. This paper will mainly study the specific factors affect the social e-commerce website consumer willingness to use, in finishing a large number of relevant literature on the adoption of use intention and use behavior, this study selected the current interpretation of use intention and use behavior the highest degree of UTAUT model(Unified Theory of Acceptance and Use of Technology) as the basis of the research. Meanwhile, in order to more effectively explain the social e-commerce consumer behavior in the Chinese context, this paper introduces a new variable(perceived trust) as an intermediate variable in the original UTAUT model and tries to explore the original model of the factors that affect consumers to use intention is how to use the will of the indirect effects through perceived trust. This collection of valid data through questionnaires, using SPSS19.0 statistical software for empirical analysis, with the result of the empirical research for the future development of socialization of e-commerce to provide some theoretical guidance and empirical basis.Main conclusions drawn from this study are: at social e-commerce model,effort expectancy(EE), performance expectancy(PE), social influence(SI) and facilitating conditions(FC) have the positive effect on socialization e-commerce website consumers intention of use, the influence of these factors, from big to small, followed by: FC, PE, SI, EE. Effort expectancy(EE), performance expectancy(PE), social influence(SI) and facilitating conditions(FC) have the positive effect on socialization e-commerce website consumers intention of use, the influence of these factors, from big to small, followed by: FC, SI, PE, EE. At the same time, the consumer’s perceived trust of the social e-commerce website has a positive impact on its usage intention(UI). Perceived trust(PT) as a mediator variable, the positive correlation between the effort expectancy and the use intention, the performance expectancy and the usage intention, the social influence and the usage intention, the convenience condition and the use will all have the partial intermediary effect.Finally, based on the results of the study, this paper provides some implications and suggestions for social e-commerce promotion website, attracting customers, increasing user stickiness and so on.