Study On The Relationship Of Network Interaction,Trust And Purchase In Social Commerce

As a new derivatives of e-commerce mode,social commerce sets off a studies tide both at home and abroad,which brings a revolution trend about business model in business circle.Social commerce is based on social media and Web 2.0.It helps consumers to make purchase decisions,and gives them the power to shop around for the best deal at a click of a button.Social commerce is a new revolution in electronic commerce,not only changed the formation process of the user’s purchase intention,but also changed the relationship between the participants in business trade.Social networks are the basis of social business model,This trust based social networking platform is very suitable for the sharing and dissemination of e-commerce information.The Mode of communication based on trust as a link of communication,more easily lead to other users of the purchase intention.In the electronic commerce,the integration of the network interaction factor,not only enriches the consumer shopping channels,improves the trust between consumers and sellers,but also reduces the cost of the seller in the transaction process.At the same time,it is changing the user’s consumer psychology and consumer behavior,Imperceptibly.Because of the social media’s role,the social recommendation and the social information sharing have become the important steps for consumers to carry on the network consumption.Network interaction and user participation both have been greatly enhanced,and the process of receiving information has become more convenient.So,Users are more likely to be influenced by others,especially the opinion leaders.Therefore,in this new electronic commerce environment,it is valuable to research that how the connection is about network interaction,trust and purchase,how the different influence made by different types of network interaction,and what the e-commerce enterprises should to do to make full use of the social media.It is obviously that the researches of this field have been springing up,and a wide variety of methods have been showed up,but the research results have not formed a certain academic system,and there are a lot of research gaps.The relevant research network of the interaction and consumer purchasing behavior is urgently need to be carried on.This study extends from the perspective of network interaction investigating the change of consumer psychology and behavior in the social business network platform,and provide references for related fields.Firstly,the study expounded the concept and types of social electronic commerce based on related research and literature to sort out the previous,and summarized the relevant research of domestic and foreign scholars on the theory of network interaction,trust,technology acceptance model and planned behavior theory.Then,The research summed up the theoretical achievements of the present review,and construct the research framework.In the second part of the paper,we build the model of online interaction,trust and purchase intention,and then conduct empirical analysis and hypothesis.Empirical research is the third part of the paper.This research conducted a survey about 250 internet users,and finally obtained 200 valid questionnaires.We found that there is a significant correlation between the network interaction,customer trust and purchase intention after analyzed by SPSS.According to the analysis results,we summarized as follows:(1)The accurate positioning of the social business platform does not have a significant impact on the promotion of customer trust,in another word,Whether the site has a clear positioning no obvious role on enhancing the user’s trust.(2)Technical support has a very important influence on the social and commercial websites in the trust of users,which Is the primary factor in deciding whether a website can gain the trust of users.(3)Under the same network interactive channel,the single person interaction mode is more easy to let the consumer have a sense of trust in the products provided by the website or website,comparing multi-person interaction.(4)Comparing to the instrumental interaction,the interpersonal interaction is more easy to let the consumer have a sense of trust in the products.(5)The trust in the vendor or the members positively affects the intention to get information and the purchase intention.