Research On The Influence Of Social Media Characteristics On Consumers' Purchase Intention

With the development of technologies such as Web 2.0,social media has gradually developed into the most important channel for consumers to obtain information.And people become more willing to actively search for and share information on social media.Consumers use the information on social media before purchasing,and then share their purchase experience on social media in the form of word of mouth after purchase.Word-of-mouth information from consumers themselves can effectively complement existing information on social media.Although brands and merchants have realized the importance of social media and have made corresponding attempts,but because of the lack of understanding of the internal mechanism of social media's influence on consumer purchasing behavior,it is still not able to grasp the consumer's demand pain points..At present,the use of social media by brands and merchants is generally in a low level.In addition,brands and merchants and even social media platforms themselves lack the emphasis on the consumer's shopping experience,and the reality is that a bad experience will make consumers lose interest earlier.The social presence and flow experience has been extensively studied as a consumer's cognitive and emotional experience,and has proven to be an important factor influencing consumers' purchase intention.Characteristics of Social are a deep-seated reason for influencing consumers' online experiences and purchase intention.Through the combing and analysis of previous literatures,this paper selects the four dimensions of social media's characteristics-participation,interaction,entertainment and personalization.This paper takes social media as the basis of research,social commerce as the context,consumers influenced by social media as the research object,based on stimulus-organism-response theory,social presence theory and flow theory,constructs the social media characteristics as the stimulus.the consumer's online experience as a body and purchase intention as the reaction.This paper uses SPSS22.0 and LISREL8.7 software for empirical analysis to verify the hypothesis.The results of empirical research show that social media participation,interaction,entertainment and personalization have a positive impact on consumers' social presence and flow experience.In addition,social media participation,interaction,entertainment and personalization have a positive impact on consumers' purchase intention through the intermediary role of social presence and flow experience.Finally,according to theresearch conclusions of this paper,relevant suggestions are provided for the social media marketing merchants,brands and social media platforms,and the research shortcomings and future prospects of this paper are pointed out.