Research On The Impact Of Social Business On Consumer Behavior Intention

With micro-blog, Facebook, Twitter, QQ, WeChat and other social tools more and more applied to the enterprise operation process, consumers are more through social business platform to buy their own love of goods. However, in addition to the successful example of Tmall Facebook, and a handful of companies, there are tens of thousands of other companies have failed. Then, the problem appeared, the social business users or members will leave why? Why not leave visitors to become a member and eventually contribute to the community? The answer is very important. Because, for social business enterprise, is the enterprise users to potential customers, continued the intention of the user is a key problem, user retention is the key source of competitive advantage. How many social business users directly determines a social commerce platform value.This study based on previous theories, put forward 11 hypotheses and constructs the research model, exploratory and verifies the effect of social business perception characteristics of consumer behavior intention, and consumer trust and create value in social business process Influence on the perceived characteristics of consumers behavior intention plays a mediating role, and the corresponding empirical analysis. In the course of the study, this study mainly uses the validity of the SPSS 19.0 of the questionnaire were analyzed by correlation analysis and regression analysis on the relationship between the variables carried out. The results show that:(1) there was a significant positive correlation between perceived social business characteristics and consumer behavior intention;(2) trust plays a part intermediary role in social business perception characteristics and consumer behavior intention; (3) create value has a mediating effect on perceived social business characteristics and consumer behavior intention in. Finally, based on the related theory and research results for the enterprise to provide some management suggestions, and points out the shortcomings of this study, and look forward to the future.