Research On The Influence Of Social Interaction On Consumers' Purchase Intention In The Context Of Social Commerce

The wide application of mobile Internet and Web 2.0 technology lays the foundation for social commerce.Social media supports users to create content,and huge traffic makes it a new business carrier.Users use social media to communicate and interact,share commodity information and consumer experience,and participate in social interaction has gradually become an important way for consumers to obtain the basis for purchase decisions.In recent years,how to improve the effectiveness of social interaction has become a hot issue in the field of social business research.These studies mainly focus on public praise,technological factors and social factors that affect the interactive experience in the process of social interaction.The advantages of socialized commerce lie in allowing users to communicate extensively and build complex social networks.Its core vitality lies in social interaction.However,the existing literature is not deep enough to study it.The main manifestations are as follows: First,the research on online word-of-mouth,opinion leaders and other social factors is limited,without considering technical factors,and the research on Socialized commerce is not comprehensive enough.Secondly,most of the studies on the characteristics of socialized business use the concept of interaction to measure the impact of technical factors on the interaction effect.The user's perception of platform-based control,information timeliness and effectiveness have not been refined,and social interaction needs further study.This paper chooses the two most representative social media in China as the research object,establishes a theoretical model based on S-O-R theory,and explores the impact of human interaction and human-computer interaction on consumers' purchase intention in the context of social business.The key roles of sociality,perceived response,perceived control and perceived individuality,the influence of emotional value and functional value on consumers' purchase intention,and the mediating role of perceived value are discussed.In this study,650 questionnaires were distributed to college students and white-collar workers with rich experience in the use of Internet and social media.After screening and statistics,594 valid questionnaires were validated,with an effective recovery rate of 91.38%.Smart PLS 2.0 was used to test the research model.The results show that sociality,perceived response and perceived personality are positively correlated with perceived emotional value,while sociality,perceived control,perceived response and perceived personality are positively correlated with perceived functional value.Consumers' purchase intention is influenced by both emotional value and functional value,and emotional value has a greater impact.Meanwhile,functional value and emotional value play a part of mediating role in the influence of social interaction on purchase intention,while emotional value plays a part of mediating role in the influence of functional value on purchase intention.This paper not only launches a new research perspective in theory,but also guides businesses to formulate reasonable and effective social business platform management and marketing strategies in the social business market competition in practice.