Research On The Influence Mechanism Of Social Business Characteristics On Consumers' Purchase Intention Under The New Retail

With the rise of social media,the development trend of e-commerce is gradually moving towards social commerce.We can't predict the next development of e-commerce due to the birth of the new retail model.In the social business environment,how to enhance various interaction processes with consumers as the core,improve consumer experience in different dimensions with the opportunity of new retail,and then effectively enhance consumers' purchase intention and create a harmonious and win-win consumer ecology has always been a concern of the academia and the industry.Based on this,this paper focuses on the characteristics of new retail services and domestic consumer groups at the present stage,clarifies the impact and change brought by the new retail on the inherent social business model,in order to build a model of the influence of social business characteristics on consumers' purchase intention under the new retail,so as to grasp the trend of e-commerce reform and improve consumers' shopping experience.Based on the S-O-R theory,this paper selects the three social business characteristics that best fit the domestic network shopping environment and the background of new retail,and takes them as the environmental stimulation factors of the model.At the same time,it depicts consumer experience from two dimensions of information support and emotional support,discusses the mediating role of social business characteristics and consumers' purchase intention,and takes this as the organism receiving environmental stimulation,and takes consumers' purchase intention as the response of the organism.By sorting out the meaning,mode,strategic layout and other relevant contents of new retail,this paper further clarifies the two core points of new retail,namely efficiency and experience,and on this basis,discusses the moderating role of new retail services implementing the core in the model between consumer experience and purchase intention.In this paper,data were collected through questionnaire method,and the model was empirically analyzed with the help of Smartpls2.0 and SPSS24.0.The results show that the interaction and stickiness of social commerce have positive effects on consumer experience such as information support and emotional support,and indirectly influence consumers' purchase intention under the mediating effect of information support and emotional support.Personalization has a positive impact on information support,but has no significant impact on emotional support.Meanwhile,under the mediating effect of information support,personalization indirectly affects consumers' purchase intention.New retail service plays a positive regulating rolebetween emotional support and consumers' purchase intention,but it does not play a positive regulating role or even a negative one between information support and consumers' purchase intention.Finally,this paper discusses the results of empirical analysis,deeply analyzes the problems in the process of model validation and the practical significance of its representation,and on this basis,puts forward countermeasures and suggestions from the three perspectives of interaction,personalization and stickiness of social commerce under the new retail.