Research On Influencing Factors Of Community E-business User Information Sharing Behavior

With the rapid development of electronic commerce in our country,in the "Internet +" this big environment,traditional field accelerated the pace of transformation and upgrading of the Internet,the community in which e-commerce is obtained the development which progresses by leaps and bounds.Requirements as early as in 2015,the ministry of commerce,accelerate the pace of urban community e-commerce applications,explore new model of electricity and the development of the traditional business,e-commerce applications promote convenient consumption into communities,community service the masses.In addition,the government to the community of e-commerce development is to give more preferential policies,at the same time the community won the recognition of consumers,e-commerce development shows a tendency of rapid development,the development of a variety of forms.In addition,in the present society represented by WeChat,weibo,the rise of social software,great convenience to the development of social economy,and they are not only as a kind of chat tools,as well as to strengthen the link of economic development,provide a variety of new forms of the economic development.WeChat and weibo and other social platforms,as important places for information sharing,have a great impact on consumers' purchasing behavior.In this paper,based on the reference of related literature,according to the theory of rational behavior,perceived risk theory and the technology acceptance model,and the theory of information sharing for the study of the theoretical basis,to the community of e-commerce user information sharing behavior as the dependent variable,with attribute information,information quality,perceived usefulness,perceived ease of use,the user experience,perception disruptive,perceived risk,incentive for eight factors such as the independent variable,build community e-commerce user information sharing influence factor model,and proposes the research hypothesis,through the Internet and questionnaires on the spot,analyzes the survey data with the aid of spss21.0 will recover.Through the analysis of the data on the back,the influence of community e-commerce user information sharing factor were six respectively is: information attributes,information quality,perceptual,user experience,disruptive,perceived risk perception.Through further research and analysis,it is concluded that perceived risk has no significant reverse effect on community e-business users' information sharing behavior,and the remaining assumptions are supported.According to the statistical analysis and hypothesis testing results,the following Suggestions are proposed for the development of community e-commerce platforms :(1)improve the quality of information;(2)focus on user experience;(3)reasonable push information;(4)incentive policies;(5)accurate push information.