Research On Evolution Mechanism Of User Implicit Demand In Social Commerce

In recent years,social commerce,as a new e-commerce model which does electronic commercial activity by social media,has been known and used gradually owing to the advantages such as sociability,safety and effectiveness it has.Meanwhile,due to the high speed development of material civilization,shopping demands of consumers are escalating,who are dissatisfied with the recommendation model of traditional social e-commerce driven primarily by the price.In order to get the differentiation advantage in competition, social e-commerce enterprises are back to thinking about the its core from the establishment.That is, how to excavate potential consumer shopping demands to create more value for them and not just to satisfy their existing demands which can be clearly expressed or described,thereby they can finally achieve a win-win situation between their own, consumers and traditional e-commerce platform.Thus,social commerce enterprises begin to make some useful try about guiding consumers’ consumption,such as to based on the social scene mode,assist consumers gaining better experiences as they purchase goods or services.However,although from the perspective of practical the enterprises have realized that it is important to focus on digging or satisfying consumers’ demands, in the current stage it cannot be denied that demand evolution mechanism of users using social commerce is a black box which is still not perspective,and thus the enterprise can’t develop consumers’ demands in further way.On the other hand, the current theories about consumers’ implicit demand in social commerce are mainly focused on the qualitative aspect,and there is still rare research working on the internal elements and its evolution of users in social commerce from the dynamic angle.In order to answer the above question from theacademic and practice,and make up and extend researchesin related fields.In the first,this paper based on the implicit demand theory,studied the major domestic social commerce platform “SMZDM.COM”,defined the concepts and features of users’ implicit demands in social commerce,introduce its modes of evolution.Then,on the basis of the studies above, usedK-means algorithm to divid users in social commerce into 4 different types by cluster analysis and analyse 4 different influencing factors on input for improvement that affect the transformation of different type of users.Afterwards,introduced the dynamic investment delay,determined the dynamics equation of system by methods like questionnaire analysis and objective data-fitting,established the dynamic model of evolution mechanism of user implicit demand in social commerce and performed simulations on it.Eventually,on the basis of making predictive analysis and key-factor analysis on the results of simulations,provide practical advices for performance improvement and long-term development of enterprises.