Social Network,Product Innovation Degree Of Impact On Online Business Performance Research

Since the 21st century,the Internet economy rapid development,online shopping become the main way of shopping,most young people,however,with more and more online stores,is becoming more and more fierce competition,therefore,entrepreneurs need to consider the performance influence factors of social network,how to use social networks to make shop in market competition,occupy the dominant position,obtain higher business performance,has become a hot topic in the academic and practical study.This research will be divided into three steps:first to carry on the literature review,through reading and summarizing a large number of literature,according to the features of social network construction and startup performance analysis model,validation product innovation degree of intermediary role,and put forward the corresponding theoretical assumptions;Then the questionnaire survey was carried out,the scale was modified by small sample survey,and then the online platform was distributed to the entrepreneur of the personal online store.Finally,statistical analysis is used to collect 183 questionnaires as sample data,and use SPSS17.0 to verify the theoretical model of this study.Most of the theoretical hypotheses of this study are empirically tested.According to the above empirical results,this paper puts forward the following conclusion:social network and market significantly positively related to innovative degree,at the same time,the social network of the three dimension network scale,the strength of network,network heterogeneity and market innovative degrees were significantly positive correlation;The social network is positively correlated with the novelty value of the technology.Meanwhile,the three dimensions of social network network scale,network intensity,network heterogeneity and technological novelty are positively correlated.The social network is positively correlated with the startup performance of online stores.Meanwhile,the three dimensions of social network network scale,network intensity and network heterogeneity are positively correlated with the startup performance of online stores.The novelty of the market is positively correlated with the startup performance of the online store,while the novelty of the technology is not positively correlated with the startup performance of the online store.The novelty of the market plays a part in the intermediary role between social network and online business startup performance,and the new technology has no intermediary effect between social network and online business enterprise performance.Based on the analysis of empirical results,this paper concludes and puts forward some Suggestions on personal online store.