Research On Influence Factors Of Users’ Purchase Intention Of Mobile Social E-commerce

Mobile social e-commerce is the future trend of e-commerce development,and has become a new online shopping method in people’s lives,with good development prospects and market potential.Emerging mobile social e-commerce platforms are emerging one after another.The positioning of the platform,user churn rate and repurchase rate are not optimistic.In the mobile social e-commerce environment,users are the center of consumption.This paper focuses on the user’s point of view and pays attention to the user’s own subjective feelings and then exploring the main influencing factors of users’ purchase intention will help the future development of mobile social e-commerce.This paper studies the main factors that affect users’ purchase intention in mobile social e-commerce,conducting in-depth interview texts as original text materials,explores the influencing factors affecting the users’ purchase intention of mobile social e-commerce,and builds a theoretical framework based on grounded theory,which is a typical qualitative research method.And then providing opinions and suggestions for the development of mobile social e-commerce.Through the collection and analysis of the original text data of 30 interviewees,the author constructs the theoretical model of the factors influencing the purchase intention of the user with the main factor and the object factor.The main factor and the object factor will directly affect the user’s purchase intention,while the environment The factors mainly affect the user’s psychological factors and indirectly affect the user’s purchase intention.The users’ purchase intention is expressed by the user’s self-acquisition,feedback promotion,and shopping experience,and the shopping experience also affects the users’ purchase intention.The main factors are the user’s psychological factors,the user’s purchasing habits,and the object is the platform,goods,social,and privacy.This paper expounds the theoretical model of the factors influencing the user’s purchasing intention from various levels,and reveals the relationship between different factors and the user’s purchasing intention based on the specific content and case,and combines the predecessors’ research on the theory based on the theory of respecting the data.The study was further analyzed and discussed.Finally,through the analysis results of the factors affecting the purchase intention of mobile social e-commerce users,combined with the current status of mobile social e-commerce,it provides some suggestions for future development.