An Empirical Study On The Influence Mechanism Of Discontinuance Behavior Of Users Based On Mobile Social E-commerce Platform

Web 2.0 technology gradually integrates social relations with e-commerce platforms with the development of e-commerce and social media,giving birth to the business model of social e-commerce.Meanwhile,with the popularity of mobile terminals and wireless networks,mobile social e-commerce is also gradually emerging.As a new retail model with both social and e-commerce attributes,mobile social e-commerce has achieved rapid development in recent years.The mobile social e-commerce platform translates its sales model from the initial model based on We Chat circle of friends or group of friends to use web celebrity and star effect to accumulate users and achieve sales.But with the continuous evolution of social e-commerce and the renewal of its operation mode,there appeared a phenomenon that users begin to criticize the flooding of advertising information,uneven quality of service and complex social relations in traditional e-commerce networks and social media,which appear in mobile social e-commerce platforms.Users begin to feel distrust ? boredom and dissatisfaction with it,and frequently show the discontinuance behavior,such as high turnover rate and low frequent activity.Based on this phenomenon,this paper mainly explores the factors and mechanisms that influence the discontinuance behavior of mobile social e-commerce users.Form the perspective of SOR,this paper based on the framework of StimulusOrganism-Response(SOR)model constructs a theoretical model of user`s discontinuance behavior in the context of mobile social e-commerce,and divides the stimulus sources into external stimulus sources(information overload,social overload,system quality)and internal stimulus sources(negative social comparison,transaction psychological contract violation,relationship psychological contract violation).It points out that stimulus source can cause changes in the user`s organism(fatigue,dissatisfaction)and affect individual response(discontinuance behavior).Based on the research model of independent variable?intermediary variable?dependent variable,this paper also analyses the moderating effect of psychological reliance between intermediary variable and dependent variable,in order to reveal thoroughly the induction mechanism of discontinuance behavior of mobile social e-commerce users.Based on the current research situation,this paper combines literature review method and empirical analysis method to explore users` discontinuance behavior.Firstly,considering the characteristics of the research object,this paper introduce the expectancy disconfirmation theory,resource conservation theory and the theory of psychological contract into the SOR model framework.At the same time,this paper summarizes the research status of China`s mobile social e-commerce and the current academic research results on individual`s fatigue and discontinuance behavior,and proposes the research hypothesis and conceptual model which lay a solid theoretical framework.Second,this study collects sample data from the Xiaohongshu platform by questionnaire survey,which is a mature mobile social ecommerce platform in China.Through preliminary interviews and referring to mature questionnaires,474 valid data were collected and tested by SPSS25.0 statistical software and were analyzed by Smart PLS3.0 path modeling software in order to verify the theoretical assumptions.Finally,through the research and analysis,we get the factors and mechanisms that affect the users` discontinuance behavior of mobile social e-commerce,that can provide theoretical reference for users to understand their own behavior characteristics and establish reasonable psychological contract and consciously adjust social comparison psychology.Meanwhile,this study`s conclusion can also help e-commerce enterprises fully understand the behavior logic of users` low activity and serious loss phenomena,which has important reference significance for e-commerce enterprises to improve service design and change users` attitude and discontinue behavior paths.This paper uses theoretical model and empirical analysis to prove that the extended SOR model has good applicability in the mobile social e-commerce scenario.At the same time,it expends the application scope of psychological contract theory and resilience in the field of e-commerce research,and effectively explains the influencing factors and mechanisms of discontinue behavior.The results show that information overload,social overload,system quality,transaction psychological contract violation and relationship psychological contract violation significantly affect users` fatigue,social overload,system quality and relational psychological contract violation significantly affect users` dissatisfaction.In addition,users` fatigue and unsatisfactory play a part of mediating role in the model,and psychological resilience has a significant moderating effect between unsatisfactory and discontinue behavior.At present,there are more studies on users` continuous behavior in the field of information system,but less on discontinue behavior.This paper studies the influencing factors of users` discontinue behavior in mobile social e-commerce platform from the perspective of SOR,which not only makes up for the blank of negative behavior research in social e-commerce,but also provides a new direction for future research on users` behavior in the field of social e-commerce.