Research On The Influence Of Shopping Sharing Website Features On Consumers' Hidden Needs

With the development of e-commerce,consumers tend to be rational when conducting shopping,and traditional e-commerce can no longer better serve consumers.At this time,the social commerce model developed by virtue of social media technology can well meet the needs of consumers seeking purchase advice,and shopping sharing website established on social commerce has become a dark horse in the field of online shopping by virtue of its purchase conversion rate higher than that of traditional e-commerce.This has also attracted the attention of the major e-commerce giants,have tried to establish a user interaction platform,shopping sharing website has undoubtedly become a breakthrough in the development of e-commerce.The reason why shopping sharing website can produce such marketing effect is related to its operation mode different from traditional e-commerce.Under the stimulation of shopping sharing website,consumers' hidden demand is affected and shows a trend of manifestation,which is conducive to consumers' real purchase behavior.This paper summarizes three characteristics of shopping sharing website:content availability,perceived similarity and member interaction.Based on SOR theory model and information cognition and value perception as intermediary variables,this paper explores the influence of situational characteristics of shopping sharing website on consumers' implicit demand.The research results show that the situational characteristics of shopping sharing websites significantly affect the implicit needs of consumers,and the information cognition and value perception play an intermediary role.Finally,combined with the research results of this paper,based on the actual situation,this paper puts forward suggestions for the operation and management of e-commerce platforms,providing guidance and reference for managers to achieve better marketing results.