Research On The Effects Of Social Presence On Customer Engagement Behavior In B2C Online Shopping Environment

With the rapid development of China's Internet and the introduction of the "Internet+" top-level design,China's e-commerce has developed rapidly.More and more companies use B2 C online shopping platform for online sales.In the online shopping environment,customers are no longer just buyers,but are increasingly becoming recommenders,influencers,and knowledge providers of the company's products or services.Customer behavior is more and more important for the development of the company.With the development of technology and innovation,the research of social presence has been involved in marketing.Although the involvement is relatively late,the academic community has paid great attention to the problem of customer engagement behavior.The number of research papers has been rising year by year.Domestic research on customer engagement behavior is in its infancy and its research results are few.At present,no scholars have studied social presence as an antecedent to the customer engagement behavior.In this paper,by drawing on domestic and foreign research results and selecting B2 C shopping site as an empirical research site,we innovatively integrate the customer engagement behavior as a whole,study the relationship between the social presence and the customer engagement behavior and verify the intermediary role of customer trust in it.A theoretical model was established to build a relationship model of customer trust,social presence and customer engagement behavior,and put forward research hypotheses.Firstly,we selected appropriate measurement scales,and produced questionnaires.We conducted a pre-investigation on a small scale to collect data.Then,a formal survey questionnaire is distributed on the internet for data collection.In this paper,we used an empirical analysis method and use SPSS19.0 software to count and analyze the collected data.The reliability and validity test results show that the reliability and validity of the questionnaire are good,and the correlation analysis results show that all variables are related to each other.In this paper,we used regression analysis for hypothesis testing.According to the new mediating effect test procedure proposed by Wen Zhonglin and Ye Baojuan,the mediating role of customer trust between social presence and customer engagement behavior was verified.The following main conclusions are drawn: Firstly,social presence has a positive effect on customer trust and customer engagement behavior.Secondly,customer trust positively influences customer engagement behavior.Thirdly,customer trust can partially mediate the relationship between social presence and customer engagement behavior.In the end of this paper,according to the research conclusions,we put forward targeted marketing recommendations,and explained the limitations of this study and the prospects for future research.This paper introduced customer trust as an intermediary variable and constructed a model of the impact of social presence on customer engagement behavior.It helps to understand the forming mechanism of customer engagement behavior,broadens the research on the antecedents of customer engagement behavior,and enriches the network marketing field.It also provides a new perspective for follow-up research in this field for other scholars.At the same time,the research in this article provides a theoretical basis for the enterprise to strengthen the relationship management from the perspective of social presence in B2 C shopping websites.It helps the enterprise to strengthen the attention to customer engagement behavior,make full use of customer engagement behavior,and realize the value creation of the enterprise and customers.