Research On Users' Participation Of Social Service In Mobile Electronic Business Platform From The Perspective Of Motivation

With the changes in the demographic structure and the ideas of people,the demographic dividend characteristics of China's e-commerce development are gradually weakening.The traditional e-commerce model can't meet the diversified needs of users.Social e-commerce and mobile commerce have emerged at the historic moment,providing new ideas for e-commerce companies to break the bottleneck.According to the core driving force of socialized e-commerce in mobile electronic business platform,user participation,e-commerce companies are constantly exploring ways to effectively integrate mobile and social services so that users are willing to participate,and user stickiness can be increased.However,the forms of social services provided by mobile e-commerce platforms are various,and the user participation effect is not optimistic at present.It is of far-reaching significance to explore the users' preferences and influencing factors on mobile e-commerce platform social services to enhance the socialized development of mobile e-commerce and to provide comprehensive shopping experience for users.Firstly,it introduces the background and significance of the research,and analyzes and reviews domestic and foreign literatures,and elaborates on motivation theory,social network theory,rooted theory and SOR theory,laying a theoretical foundation for follow-up research.Secondly,it uses in-depth interviews and three-level coding of grounded theory to obtain the main line that can clarify the occurrence of user participation behavior,combining the literature review to determine the relevant variables.The quality of mobile platforms and the strength of social relationships are taken as external stimuli,and social motivation,information motivation,profit motivation,and herb motivation are selected as organism variables and the participation behavior of users is measured by the participation intensity.It constructs a model to mearsure users' participation behavior of social service in the mobile e-commerce platforms and makes corresponding hypotheses.Thirdly,this paper empirically analyzes 343 valid questionnaires and analyzes thebasic characteristics from the perspective of gender and age.Moreover,it uses SPSS20.0software to do descriptive statistical analysis and reliability and validity analysis,and uses AMOS 17.0 software to test the theoretical model and research hypothesis.In the end,the results of the analysis are further discussed.Finally,it puts forward suggestions for improving the social service of mobile e-commerce companies from the aspects of improving the system quality,information quality,service quality,and rational use of strong and weak relationships among users according to the empirical analysis results.The existing social services in mobile e-commerce platforms can be optimized by improving the fluency of operations,optimizing UI design,ensuring information accuracy and timeliness,enriching information content and presentation forms,improving interaction mechanisms,accurately and personalized recommendations,stimulating user resonance,finding opinion leaders,and transferring the strong relationships of third-party platforms.