| As the competition in import e-commerce retail getting more and more intensive,and the cost of new customers constantly rising,the industry now shows a trend of socializing.By constructing platforms’ own social community,social e-commerce is creating a blue ocean market.The research focus on how the social function of import e-commerce retail influencing customers’ consuming decision as well as the classification,validity,pros and cons of social e-commerce.The research built its model on the base of S-O-R model and introduced an intervening variable customer-perceived value,which includes two parts,emotional needs and instrumental needs.The research collected data from questionnaire and conducted regression analysis according to it.The regression indicates that the social attractiveness and character relevancy of the post person,the richness of post,and other external stimulates can have a positive impact on consumers’ decision.The research also did a case analysis on the leading import e-commerce retail,Netease Kaola,regrading to its three major social features.It also came up with some advices on Kaola’s process of socializing.In the end,the research made reasonable suggestions on the possibilities of social e-commerce. |
