Research On Influence Of Social Commerce Characteristics On User's Continuance Usage Intention

The rise of mobile Internet has laid the foundation for the rapid development of social commerce.Social commerce,Its essence is an e-commerce mode that takes people as the core and uses "word of mouth + relationship" to grab users.If the social commerce platform wants to develop and succeed,it needs to rely on the interpersonal interaction and communication within the platform to generate a large amount of information,and then to assist the conduct of business activities.In practice,users' time is limited.The longer they stay on which platform,the more likely it is that the platform will naturally integrate transactions into users' social relationships.Therefore,it is very important and urgent to enhance the users' willingness to continue using for the social commerce platform.In the framework of S-O-R,we combine socialization with technology,and creatively introduce curiosity as a moderator variable to construct a corresponding model to reveal the inherent mechanism of social support and users' willingness to continue using socialized commerce.This paper tries to solve the following problems: 1.combing the existing research on "socialized commerce","social support","the willingness of continue use" to improve the theoretical framework;2.studying the social support in social commerce and the intrinsic mechanism affecting users' sustainable use intention in the context of social commerce,and finding out the key elements;3.In the context of social commerce,how to formulate appropriate operational strategies for enterprises to provide guidance and give full play to the commercial value of online shopping.The data were analyzed by SPSS and AMOS.Social interaction,interaction and personalization have positive effects on information support in social support,but trust has no significant effect on it.For emotional support,trust,social interaction and interaction have a positive impact on emotional support,while personalization has no significant impact on it.Information support and emotional support in social support have a positive impact on users' willingness to continue using,while emotional support has a greater impact on users' willingness to continue using.Curiosity plays a moderating role in the effect of social support on users' willingness to continue using.Among them,interest-curiosity positively regulates the willingness of emotional support to users' continuous use;performance-curiosity positivelyregulates the willingness of information support to users' continuous use.This study expands and improves the research on user behavior of socialized e-commerce,which provides theoretical basis and empirical support for the sustainable and good development of socialized e-commerce.