Research On The Influence Of User Recommendation On Consumers' Purchase Intention In Mobile Social Media

With the development of Internet and intelligent terminal technology,mobile social media has been widely used and become the main channel of user information exchange and communication.It is not only a hot topic in the field of mobile social media users and consumers' behavior research,but also an important part that can not be ignored when businesses make and implement marketing strategies to explore the impact of users' product and service recommendation behavior on consumers' purchase decisions.However,at present,the product marketing activities of enterprises in mobile social media are still in the exploratory stage,lacking of theoretical guidance.Therefore,this paper aims to study which key features of user recommendation of mobile social media have an impact on consumers' purchase intention and the specific mechanism.Based on the research background of mobile social media,using the theory of technology acceptance model,elaboration likelihood model and information adoption model,this paper constructs the research model and puts forward the relationship hypothesis,focusing on the important influence of user recommendation on consumers' purchase intention from the two aspects of information source characteristics and information characteristics,as well as the intermediary role of perceived usefulness and trust.This study obtained valid data through questionnaire survey,and conducted empirical analysis and model test with the help of SPSS and AMOS statistical software.The results show that the perceived ease of use,perceived interest,interaction of recommender,quality of recommendation information,and and community impact have a significant positive impact on consumers' perceived usefulness,and the recommender professionalism is not related to the perceived usefulness of consumers.The perceived interest,recommender interaction,professionalism,recommendation information quality and community impact have a significant positive impact on consumer trust,and the perceived ease of use of mobile social media platform is not related to consumer trust.Consumer purchase intention is affected by perceived usefulness and trust at the same time,and the impact of trust is more significant.This study constructs a theoretical model from the perspective of enterprises and passes the empirical test.It focuses on the key factors and specific process of the influence of mobile social media user recommendation on consumers' purchase intention.It not only expands the applicable situation of information adoption model,enriches the relevant research results in the field of mobile social media users and consumers' behavior,provides theoretical guidance and data support for the follow-up research,but also has a certain practical significance for businesses to develop product and service recommendation strategies based on mobile social media and improve marketing effect and business value.