Research On Online Social Commerce Engagement From The Perspective Of Technological Attraction

In recent years,with the rapid development of social media technology,the new normal of mobile social media is promoting the upgrading of business models,and the social business model has gradually entered the public's vision.More and more consumers make informed purchase on social business platform by interacting with friends and exploring the opportunity of shopping.In this process,on the one hand,users need to experience and explore the social commerce platform to decide whether to participate more.On the other hand,merchants operating online social commerce also need to find ways to attract more users to participate in online social commerce activities.In order to achieve a win-win situation,it is necessary to discuss the mechanism of customer participation in the social commerce platform from the technical perspective.Based on the collected literatures,this study obtained the research theoretical model and proposed the corresponding research hypothesis.After that,the research questions were empirically analyzed through the questionnaire survey method and the structural equation model.SPSS22.0 and Amos21.0 were used to process the data of 429 valid questionnaires collected and verify the research hypotheses.Empirical research reveals the mechanism of online social commerce engagement from the perspective of technological attractiveness.The results show that the social attractiveness and appearance attractiveness of the platform have a significant positive impact on online social commerce engagement.User trust has a significant positive impact on online social commerce engagement.User trust only had a significant mediating effect on the relationship between physical attractiveness and online social commerce engagement.In the online social commerce environment from the perspective of technological attractiveness,the impact of user trust on cognitive risk is not significant.The theoretical significance of this study lies in the following aspects: it provides an analytical framework for the participation of online social commerce from the perspective of technological attractiveness,which enriches the theory of online social business behavior;The intermediary role of user trust and cognitive risk is introduced into the participation of online social business from the perspective of technological attraction,which expands the research on the decision-making mechanism of users of social commerce network.By introducing the relationship between user trust and cognitive risk into online social commerce environment,the theory of trust and risk is extended.The practical value of this paper is to provide guidance for users using online social commerce platforms to enrich their own online social commerce experience and make correct purchase decisions.To provide strategic Suggestions for merchants operating online social commerce to encourage more users to participate in online social commerce activities.