Research On The Influencing Factors Of Social E-Commerce Trust From The Perspective Of Network Interaction

Social e-commerce is a new e-commerce model with the rise of social networks.Social e-commerce uses social media as a communication channel,through network interaction,user generated content and other ways to support the user’s purchase behavior.Trust not only plays an important role in the traditional e-commerce environment,but also plays an irreplaceable role in the social e-commerce environment.The trust factors of traditional e-commerce and the theoretical research have been mature.However,the research on influencing factors of trust in social e-commerce has just started and is still in the exploratory stage.In this study,we study the influencing factors of social e-commerce trust from the perspective of network interaction and divides the influencing factors of social e-commerce trust into three types: consumer-platform interaction(perceived ease of use,perceived usefulness),consumer-consumer interaction(relationship intensity,homogeneity and mutuality),consumer-online merchants interaction(responsiveness,bidirectional).A total of seven interactive variables and trust tendencies and security of two control variables,establish a model of social e-commerce trust.In this study,306 valid questionnaires were collected by means of questionnaires.After empirical study,it is found that mutual has the greatest impact on consumer trust in social e-commerce.In addition,there is a certain relationship between the related elements of Social Commerce:(1)the positive correlation between perceived usefulness and trust of social e-commerce platform;(2)the positive correlation between homogeneity and the trust of the social e-commerce platform or the online merchants;(3)the positive correlation between bidirectional and the trust of the online merchants;(4)if the model did not control the tendency of trust and security of the two variables,perceived ease of use has the positive impact on the trust of social e-commerce platform.Finally,based on the research results,this paper puts forward some suggestions on how to improve the trust level of social e-commerce.For example,the platform should perfect the design of pages,simplify the operation steps,enrich the contents of platform,and improve the level of the quality of information.Consumers should be self-restraint and participate in the discussion actively,while online merchants should improve communication skills and service attitude.