Research On The Influence Of Situation Perception On The Intention Of Choosing Gifts In Online Gifting

In the era of mobile Internet,e-commerce,the product of traditional Internet industry,is also slowly branded with the brand of social.The development of social e-commerce is gradually divided and scene oriented,constantly following,creating and changing the needs of consumers.As a traditional way of social communication,gift is also gradually bringing forth new ideas,combining with the Internet and social media to provide people with new ways of playing and creativity in social activities.Online social gift platform combines traditional e-commerce platform with social software to solve the pain points of "how to choose gifts" and "how to give gifts",and improve the experience and satisfaction brought by gift activities.This paper takes the social gift platform as the research object.At present,this kind of platform is more successful in foreign countries,and this business is booming in China.At present,Jingdong,Suning,Taobao and other old e-commerce have been involved in this field.After consumers select gifts on small programs or shopping apps,they send the generated e-greeting cards to their friends via wechat to confirm the receipt of gifts.The natural social attributes of gift activities,combined with the development trend of e-commerce socialization,make the online social gift mode have a huge market demand,which will also lead the market to form new consumption habits and social behaviors.In this paper,through sorting out the existing research and theory,and combining with the reality analysis,we put forward the research hypothesis,and constructed a hypothesis model with situational perception as the independent variable,perceived value as the intermediary variable,choice intention as the dependent variable,and shyness degree as the intermediary variable.Based on the "Jingdong gift" small program,four different situations are simulated by using scenario simulation method.SPSS software is used to analyze the data obtained from the simulation experiment,and to explore the impact of context perception on the willingness to choose social gifts on the Internet.The results show that under different situation perception,consumers will have different choice intentions through the difference of perceived value of online social gift platform.At the same time,the degree of shyness of consumers can effectively regulate the relationship between perceived value and choice intention.Finally,according to the experimental results obtained in this study,the paper gives some suggestions on the construction and development of the network social gift platform,which provides a reference for the promotion of the network social gift model.