Research On The Purchase Intention And Trust Mechanism Of Micro-blog Users Under The Background Of Social E-commerce

The model of social e-commerce appeared a few years ago.The whole environment turned into a mess after the rapid development at the beginning.“Wechat Business” even became the representative of liar.The lack of trust always limits with the development of social electronic commerce.How to interact with users to restore their trust and how to promote the rational and healthy development of this industry are not only a difficult problem for academia,but also an urgent problem for businesses and platforms.Based on the analysis of social commerce network topology structure,this article builds the structural equation model of social interaction,trust attitude and purchase intention.Finally,combining with the trust transfer network this article explores the trust establishment mechanism under the social business background.Research is not only a beneficial supplement to the related theories of consumer behavior,but also helps to supervise and operate social e-commerce activities and promotes its healthy development.It has double meanings in theory and reality.The article firstly reviews related literatures.Research use snowball sampling method to collect data,analyses the social commerce network topology structure through the indicators of point degree,faction,density,and so on.Based on this,research put forward the relevant assumptions and construct the theoretical model.By using SPSS and AMOS this research analyzes the data collected from the questionnaire on reliability,validity,variance,correlation,path and mediation effect,and verifies the model and hypothesis.At the end of the study,the trust transfer network and corresponding trust mechanism are constructed according to the rigorous and logical analysis in the previous article.The results show:(1)the whole structure of social e-commerce network is loose,while small groups and factions exist,and some users have a high out-degree or in-degree;(2)the degree of user interaction,trust attitude and purchase intention in the social e-commerce network are closely related with their status in the network topology;(3)under the background of social e-commerce,social interaction has remarkable positive effect on purchase intention;(4)trust attitude plays positive mediating effect on the relationship between social interaction and purchase intention.